Abstract:

This paper deals with the issues and questions of foreseeing the future and forecasting men's behaviour and attitudes. Specifically it presents the way we can use the input of the latest global RIO (Research International Observer) project to forecast the development of the European male market and its dynamics. It helps understanding better how men perceive themselves and their environment at the end of the millennium and eliciting some trends for the future. By understanding men’s lifestyles expectations concerns motivations values and aspirations we are more able to identify the levers for relevant communication to them both for now and for the future. The paper also briefly presents United Distillers & Vintners case for their global brand Johnnie Walker Black Label their philosophy for the brand and its positioning to the male target group. It includes the company's views regarding masculinity which is one of the core elements of the brand's equity and how these views compare with the findings from the latest research project