Fazer survey: The male image is changing - the Oululainen Reissumies wants to bridge the gap between generations

Men of younger generations are more likely to feel that the male image has developed in a positive direction compared to men of older generations. They are also more likely to think that men now have more freedom to be themselves compared to older men. Although they have different views, men of different ages value the same characteristics associated with men. The results are from a recent survey* conducted by Fazer Bakery Finland.

The gap between generations is reflected in the survey results, which show that one in three (30%) men under the age of 30 fully agree that men today have more freedom to be themselves. Of men over the age of 60, only 6% share this opinion.

The majority of men (63%) say the male image is changing. Among men under the age of 30, 39% perceive the change in the male image to be positive. Only a little over a quarter (28%) of men over the age of 60 consider the change in the male image to be positive.

"We want to help bridge the gap between generations by improving the understanding between men. Although views on the male image differ, men still fundamentally value the same things. Reissumies wants to bring men together to discuss and share their experiences around round bread and a round table," says Brand Manager Jonna Huikuri, Fazer Bakery Finland.

You need energy to walk your own path

Although there is a lot of polarisation, men also have things in common. The study shows that men across generations value each other's trustworthiness (66%), sense of humour (60%) and kindness (50%). They report being energised by exercise (53%), spending time with friends (42%), and doing things together (39%).

Reissumies campaign taking a stand for a more inclusive male image

According to the study, men do not have to fit in one mould. Instead, they now enjoy new kinds of freedom. Four out of five men (79%) think that it is more permissible nowadays for men to ask for help with their problems. The majority of men (77%) feel that they have the opportunity in their everyday lives to take a break from their obligations and do things they enjoy.

A third of men (29%) fully agree that talking about your feelings is a sign of strength in a man. Here, too, the difference between generations is clear: 37% of men under the age of 30 fully agree, while less than a quarter (23%) of men over the age of 60 think so.

"Reissumies has always been on its own path, and all kinds of men are welcome to walk with us. This year, we are bringing men together by organising discussion clubs with the Jäbät & Tunteet community. We believe that a more inclusive male image is a win-win for everyone," says Huikuri.

"We want to make the male image more inclusive and encourage men to open up. We feel that the discussion clubs with Reissumies are a great opportunity to improve the understanding between generations and share views," says Aapo Rainamo from the Jäbät & Tunteet community.

#reissumies #omantiensäkulkijoille

*The Miehen Tila survey was carried out by E2 Research on behalf of Fazer Bakery Finland. It was carried out through a Norstat internet panel from 7 to 13 May 2024, gathering responses from 1,021 people in Finland (512 women, 501 men, 6 others, 2 did not wish to disclose their gender).

Further information

Tarja Kuusela, Communications Director, Fazer Bakery Finland

tel. +358 40 587 6063, [email protected]

The Fazer media phone line is open Mon-Fri from 8 am to 4 pm,

tel. +358 40 668 2998, [email protected]

Fazer Bakery Finland

Fazer is the bakery industry market leader in Finland. Fazer's large bakeries are located in Vantaa, Lahti and Lappeenranta, Finland. The company has 139 in-store bakeries within grocery shops where artisanal bakers make bread by hand ión the shop premises using Finnish flour. In Finland, Fazer Bakeries employs approximately 1,700 people. In the manufacturing of the bakery products, approximately 94 per cent of the ingredients are Finnish.

Fazer Group

Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. Our mission, Food with a purpose, builds on our strong more than 130-year heritage, consumer first approach and innovations to create the sustainable food solutions of the future. With our dedicated team of approximately 5,000 professionals, we focus on fast-moving consumer goods and our direct-to-consumer business in Northern Europe, and beyond with exports to more than 40 countries. Fazer's operations comply with its Code of Conduct that is based on the Group's values and the UN Global Compact. In 2023, Fazer Group had net sales of 1.200 million euros.

Northern Magic. Made Real.

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