In the most recent survey on the global male, more than 12,000 men in 15 countries were interviewed; consultations with some of the world's leading experts on male behaviours were had, and the conclusions revealed significant common themes across young men aged 25 - 45.

The study has uncovered issues which help to explain young men's attitudes and behaviours in the most important areas of their lives. These life issues all play a role across all young men's lives regardless of where they live, but some life issues have particular relevance in certain markets and among certain types of young men.

In South Africa, a sample of 600 interviews were conducted by a combination of telephone and face to face interviews to ensure a broad cross-section of men aged 25 - 45.             

Objective #1 – Balance:

Young men today have a much harder time trying to balance the different areas of their lives than previous generations - In meeting the demands of work, lifestyle, family, relationships and friends, they often feel pulled in different, sometimes contradictory, directions. 48% of young South African men say they feel under pressure to do as many different things as possible.

Objective #2 – Find your passion and live it:

Today, what it means to be successful and self-fulfilled is much more up to the individual - young men are turning to people in their everyday lives for inspiration rather than looking to the media to provide role models. Success is not just measured in material terms. 65% of young South African men say their inner satisfaction with life has nothing to do with how much money they have.

Objective #3 – Fitness is crucial to a better quality of life:

To avoid looking ‘feminine', young men prefer to talk about improving their health in masculine terms, such as going to the gym or going to the doctor to ensure they are healthy enough to provide for their family. Fitness is very important to the young men of South Africa: 74% say it is a priority for them.

Objective #4 – All South African men want the same thing...

...an equal playing field

Objective #5 – Being a role-model for the younger generation:

Even though our LSM and target market is between 25 - 45 we want our younger viewers to watch this show and realise that they are able to achieve anything with hard work, goals and unflinching passion.

Objective #6 – Our female viewers...

And of course, much in the same way that Top Gear has captivated the fairer sex, we aim to get just as many women watching the show as men.

A C.I.G.A.R.E. man is a little bit of everything – he’s complex because he’s driven by things around him – he’s ambitious, he’s worldly, someone who has reached a point in his life where he knows what he wants by having experienced the things he doesn’t need. He’s a real man – in the ordinary sense – he makes mistakes, he learns from them. As he gets older he becomes a role-model for the next ‘wave’ of businessmen, students, and entrepreneurs – he advises based on a lifetime of experience.