Many people contend that changes in society are driven by many influences – not least movies and music. Certainly, the popular arts reflect the current culture, but they also drive its evolution.
This view was underscored recently in the results of field research conducted by a British- and Singapore-based survey firm Join the Dots for Dennis Publishing, which has just launched Coach, a magazine in the U.K.
The magazine’s audience consists of men who are committed to lifestyles that make themselves “healthier, fitter and happier.”
The research aimed to figure out what are today’s characteristics of being “male.” An in-depth qualitative focus group session with men aged 22 to 60 helped establish the set of questions that was then administered in a quantitative survey of ~1,000 respondents (including some women as well as men) between the ages of 25 and 54 years old. The survey sample represented a diverse mix of family status, sexual preferences, incomes, professions and interests.
The survey questions focused on the habits and aspirations of men … and the results showed how far we’ve come from the heydays of the “alpha-male” barely 25 years ago.
The researchers contrasted good and not-go-good alpha-male stereotypes (self-absorbed … unwilling or unable to talk about insecurities or vulnerabilities) with a new persona they dubbed the “alta-male.”
The alta-male is a man who values work/life balance and finds personal fulfillment as much in self-improvement as in material wealth.
Additionally, the alta-male tends to reject male role models from earlier generations, instead opting to establish their own identity based on a myriad of diverse influences.
Of course, it’s one thing to aspire to these goals and quite another to actually attain them. The study found that two-thirds of the respondents are finding it difficult to achieve the satisfactory work/life balance they desire.
On the other hand, alta-males tend to be more adaptable, and they’re willing to embrace uncertainty more than the alpha-males of yore.
Even more strongly, alta-males are seekers of experiences, which they value over “mere money” – despite recognizing that it takes money to partake in many such life experiences.
Perhaps most surprising, the study found little difference in perspectives between older and younger male respondents.
It turns out that older men are just as likely to have an “alta-male” attitude towards life. So clearly, the culture has been rubbing off on them, too.
From my own personal standpoint (as someone whose been around the track quite a few times over the decades), I sense a similar shift in my own personal perspectives as well.
What about the rest of you?