The case for and against brands changing how they market to men after recent election results

This year’s presidential election could provide a reality check — or a red herring — for marketers.

Young men overwhelmingly backed president-elect Donald Trump earlier this month, and young men were twice as likely as young women to vote for the rightwing Reform party in the U.K.’s July general election. In response, some marketers might consider changing the way they engage with these politically energized, young male consumers.

That could mean embracing the “manosphere” podcast creators credited, in part, with delivering younger male voters to Trump — or incorporating messaging that references “conservative” values into their ad creative. But depicting all young men as broad-shouldered stoics or Hulkamaniacs could be a wrong turn, according to research published by Kantar in November, after the election. 

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