A New Breed of Kiwi Man Reveals Himself at Last!

Recent research conducted by M2 Magazine and Saatchi & Saatchi is helping define a New Breed of New Zealand Man that has so far been hard to pinpoint.

”While many marketing campaigns rely on standard perceptions of the ‘Kiwi Bloke’, the reality is far more complicated and doesn’t fit so easily into pre-conceived, stereotypical categories,” says Publisher of M2, Tim Lawrence.

“He’s connected, a good conversationalist, interesting, well-read, opinionated, accomplished, well traveled and has a healthy net worth,”

“We all knew he existed but until now, no one could prove it,” he says.

M2, the complete lifestyle magazine for the New Zealand Man ran a survey amongst its readers that gave a clear definition of the emerging Kiwi male – something they celebrated at a black tie awards ceremony held at the Sky City Grand tonight.

“He will go to the cricket to have a few Tuis with his mates and hang out in the terraces, then scrub up to go to Cirque du Soleil with his wife that night and have a Heineken at the bar,” says Lawrence.

But just how far is the emerging New Zealand Man from the Kiwi Bloke?

“A long way,” claims Lawrence. “In the ‘70s, he was a macho man with little time to show his emotions or ambition.”

“In the ‘80s, he was all about money, and then the pendulum swung the other way in the 90’s and he became the emasculated Sensitive New Age Guy (SNAG),” he says.

“In the new millennium, thanks to innovations such as the internet, mobile phones and cheaper airfares, the New Zealand Man is much more outward-looking, open to ideas and ambitious,” says Lawrence.

“While money is important, so is lifestyle, family health and fashion. This emerging man has found an equilibrium between the extremes of the past; he is more balanced and considered than ever.”

Saatchi & Saatchi’s General Manager, Dean Taylor agrees saying, “Now is the best time to be a man in New Zealand.”

The results of the M2 Best Awards also revealed that this emerging man has an interesting variety of likes and dislikes - and while he has a healthy respect for what others think of him, he still has a clear sense of who he is.

While the M2 Best Awards covered many aspects of the emerging man’s life from food to fashion, best news source to greatest sporting moment, the most telling of the M2 Best Results was the winner of the M2 Best New Zealand Man, Marc Ellis.

While Ellis has a roguish TV persona, he is also a successful businessman and sporting hero. But as past indiscretions have shown, he’s not perfect – something that helps him inspire such empathy and respect from other New Zealand men.

“Marc Ellis is not only the Best New Zealand Man as chosen by the emerging man, he’s the perfect example of one,” says Lawrence.

ENDS

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