Men's Values

Intensions Study in the Daily Mail

Intensions Study in the Daily Mail

On December 3, 2018, the Daily Mail published an article titled, 'Millennial men value good health and altriusm over ‘masculine’ traits’ . Written by Mia De Graaf, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote from the article: "Basically, 'if you look at all the published literature on this, the answer is: men don't do health,' Nick Black, managing partner at Intensions Consulting, who co-authored the paper with the University of British Columbia, told DailyMail.com. Getting to the heart of what men aspire to be, Black says, could shed light on why men's health is typically so poor, and how to get around it. 'These constructs of gender, and how you perform them, has a lot of influence on behaviors.' If we understand what those constructs look like, he says, 'we can have a big impact on health.' The team recruited more than 600 men, and interviewed them. First asking them 'what does it mean to be a man?', before probing them to explain their answers.”

Intensions Men's Values Study Online

Intensions Men's Values Study Online

Over the past month, our recent Intensions Consulting study on The New Values of Millennial Men has appeared on a number of online news, trade magazine and media platforms, including: Science Daily, Earth.com, AskMen.com, Neuroscience News, PsychCentral, EurekAlert and IFLScience. Below are summaries and links to these articles and the public discussions that they generated.

Intensions Study in Slate

Intensions Study in Slate

On May 11, 2018, Slate Magazine published an article titled, ‘Une définition plus ouverte de la masculinité permettrait aux hommes de gagner en longévité.’ Written by Peggy Sastre, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote for the article: “Quelques jours plus tôt, des chercheurs de l'université de la Colombie-Britannique, associés à l'institut de sondage Intensions Consulting, publiaient une étude montrant que les Canadiens âgés de 15 à 29 ans semblent délaisser les valeurs masculines traditionnelles –l'égoïsme, l'hédonisme, la compétition– pour leur préférer l'ouverture à autrui et le souci de son propre bien-être, physique comme psychique.”

Intensions Study in Men's Health

Intensions Study in Men's Health

On April 27, 2018, Men’s Health published an article titled, ‘Millennial Men May Be More Selfless Than Older Generations’. Written by Melissa Matthews, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote for the article: “When you hear the word "millennial," you might picture a wannabe Instagram influencer who still hasn't moved out of his parents' house five years after graduating college — someone who's fine with being lazy and entitled. But it turns out, today's young men may be anything but. Seeking insights on ways to improve gender-specific healthcare, a recent study asked 630 Canadian men ages 15 to 29 to identify the values they thought all guys should embody. Chief among them were selflessness, social consciousness, and openness - a change from the traditional masculine values of older guys.”

Intensions Study in The Mirror

Intensions Study in The Mirror

On April 26, 2018, The Mirror published an article titled, ‘Male Millennials value EMOTIONS over physical strength, study reveals’. Written by Shivali Best, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote from the article: "The results revealed that the most strongly endorsed value was selflessness, with 91 per cent of the men agreeing that that a man should help other people. Openness also ranked highly, with 88 per cent saying that a man should be open to new ideas, new experiences, and new people. More traditionally ‘male’ values ranked lower on the scale. While 75 per cent of the men said a man should have physical strength, 83 per cent said they should have emotional strength.”