Bye Bye Man Cave, Hello Man Kitchen
Think of a stereotypical list of ‘pink’ and ‘blue’ jobs within the home and you’ll generally find cooking at the top of the ‘pink’ list and DIY at the top of the ‘blue’. However, research from Mintel’s latest Marketing to Men research shows that times are well and truly changing.
The study shows that the younger male generation are much less confident than their older counterparts at home improvements and DIY such as wiring a plug and painting. With only 25% of 16-34 years olds saying they felt very confident in their ability to tackle household maintenance tasks v 48% of over 65 year olds.
So are all our young men sitting back and putting their feet up? Far from it. The study goes on to show that young men are much more confident in the kitchen then older generations. 1 in 4 (23%) say they are very confident about baking cakes, bread and cupcakes compared with just 1 in 10 (12%) of over 65s.
In contrast younger women are much less focused on the kitchen. When asked about confidence cooking a meal from scratch, 80% of the over 65s felt very confident in their ability v just 42% of 16-34 year olds.
This signals an interesting shift in traditional views of roles in the home with just a quarter of men (24%) saying that fixing things is the sign of a good male role model.
Jack Duckett, Senior Consumer Lifestyles Analyst at Mintel, said: “far from feeling emasculated, for today’s young men the ability to cook appears to be a more important indicator of modern masculinity”
The study goes on to shows regional variances, men in London generally felt more confident at cooking and sewing with men in the North feeling the most confident at DIY and household maintenance.
So, does this mean a switch in the pink v blue roles? No. In general women also have a lower level of confidence in DIY with just 13% of 16-34 year olds feeling very confident at household DIY maintenance. Jack concludes this is largely due to a change in life skills with less young people owning their own homes which “increasingly means that they remain in the family home, where they have less need to practice these skills as they are taken care of by their parents”
Who does the pink and blue jobs in your household? Have you swapped a pastry brush for a screwdriver or have you found you end up doing everything? We’d love to hear your stories.