WHO GETS
THE GIRL?

Nice Guy vs. Alpha Male

There’s a widespread view that the nice guy doesn’t get the girl.

Instead, it’s thought that girls want macho, manly and masculine. Attractive physiques and attractive bank accounts. Not to forget the classic ‘tall, dark and handsome’ ideal. But is this really the case? Are diamonds (and studs) a girl’s best friend or does the nice guy have more going for him than he realises?

Let’s explore the two sides of the love story

Whereas women say that they prioritise…

In addition, fewer than a third (31%) of females agree that most women are attracted to only a small subset of men.

Let’s explore the two sides of the love story

Men aged 16-24 believe women prioritise…

Half of young men also believe it’s harder to find a partner now than it was 20 years ago.

Young men attribute this to social media and lack of confidence in approaching potential partners and, if you look to mainstream media, you won’t find much to contradict this view. Just look at the viral meme “she’s looking for a man in finance, trust fund, 6’5, blue eyes”…

So, are young men wrongly assuming what women want in a modern-day partner, and what role do brands play in reinforcing these misconceptions? The introduction of Tinder’s height filter demonstrates that these beliefs extend beyond just the thoughts and feelings of the younger demographic and are in fact influencing product decisions.

Uncover more insights on this topic.

Watch Keiran Pedley unpack the findings with Politics JOE below, or find the full data and read the results in more depth.

Richie Jones
Chief Client Officer
Ipsos in the UK & Ireland

richie.jones@ipsos.com
+44 (0)20 3059 5000

MODERN
MASCULINITIES