Ketchum has coined the term the ‘New Traditionalists’ for millennial males aged between 18-25 years old, after evaluating the results of their recent ‘Language of Men Study’.

The research found that this particular group shared more traditional values akin to previous generations as well as sharing beliefs with the older millennial set aged 26-35 year old.

The study, that included 900 US based males and was conducted with maslansky + partners, highlighted the importance of audience insight, showing that males are much more complex than some may think.

The infographic and video show further results: