Possessions vs. Authentic Experiences
Priorities of a Modern Gentleman.
The definition of success for men is undergoing a profound transformation. Past generations may have equated achievement with the accumulation of material possessions—luxury cars, designer watches, or sprawling homes. However, modern men are increasingly prioritizing authentic experiences and meaningful connections. This shift is not just a fleeting trend; it’s a fundamental change in values driven by a desire for community, connection, engagement and purpose. Resulting from this, is the priority to have an authentic engagement with brands that reflect their personal philosophies.
Photo courtesy of The New York Times
The Rise of Authentic Experiences
Recent research underscores a decisive move toward valuing experiences over possessions. A study from the McCombs School of Business at The University of Texas found that individuals who spend money on experiences report greater happiness, both in the moment and over time, compared to those who invest in material goods. The enduring value of experiences lies in the memories and personal growth they foster—elements that material possessions simply cannot replicate1. This trend is particularly pronounced among younger generations, such as Millennials and Gen Z, who prioritize travel, entertainment, and unique encounters as the cornerstones of a fulfilling life.
“Experiences provoke more satisfaction even though people typically spend more time using their material possessions. The endurance of experiences in people’s memories, while the perceived value of material goods weakens over time.”
Experiences vs. Possessions: The Numbers
In a study involving 2,635 participants, experiential purchases consistently brought higher levels of happiness, regardless of cost or timing.
Gen Z and Millennials are leading this shift, with social media amplifying the value of unique, shareable experiences over the fleeting appeal of material goods.
The experience economy is booming, as men increasingly seek out travel, concerts, and adventure, reshaping what it means to live well in the modern era.
Value-Aligned Consumption: Purpose-Driven Brands for Men
The modern male consumer isn’t just looking for a product; he’s seeking a brand that resonates with his values and worldview. According to Defy Media’s "Acumen Report: Brand New Man," more than 65% of men aged 18–49 now hold primary shopping responsibility for several household categories, and 63% are open to trying new brands that align with their beliefs. This openness is driven by a desire for meaningful purchases that reflect who they are, not just what they own.
Men are becoming more thoughtful and discerning, actively researching brands and seeking advice from friends, family, and online reviews before making a purchase. They want to support brands that are authentic, transparent, and purpose-driven—brands that stand for something more than just profit.
The Power of Purpose: Why It Drives Loyalty and Growths
Purpose-driven brands are not only winning the hearts of modern men but also outperforming their competitors. A Kantar Consulting report revealed that brands with a high sense of purpose have experienced a 175% increase in brand valuation over the past 12 years, compared to just 86% for the median and 70% for brands with low purpose. Nearly two-thirds of Millennials and Gen Z prefer brands that have a clear point of view and take a stand on social or environmental issues.
69% of Gen Z believe brands should help them achieve their goals, and about 60% of consumers think brands should publicly share their opinions on social media.
Purpose-led brands grow at twice the rate of those without a clear mission, proving that authenticity and social impact are now essential components of brand success.
Sustainable Lifestyle Choices: Beyond Greenwashing
Sustainability is no longer a niche concern—it’s a central pillar of value-aligned consumption. A 2021 IBM study found that nearly 60% of consumers are willing to change their shopping habits to reduce environmental impact, and 70% would pay a premium for brands that embrace sustainability. For the modern man, supporting sustainable brands is not just about environmental stewardship; it’s about making meaningful purchases that contribute to a better world.
Brands that authentically integrate sustainability into their core mission—rather than treating it as a marketing gimmick—build deeper trust and long-term loyalty. Men are seeking out companies that demonstrate a real commitment to eco-friendly practices, ethical sourcing, and social responsibility.
Building Genuine Connections: The Role of Brand Authenticity
Authenticity is the currency of the modern marketplace. Men are increasingly skeptical of brands that pay lip service to social causes without backing up their claims with action. As Unilever’s EVP of Global Marketing, Aline Santos, notes, a powerful brand purpose must be consistent, relevant, and capable of making a tangible, measurable difference.
Modern men are looking for brands that:
Address real social or cultural issues relevant to their products and audience.
Take transparent, meaningful action aligned with their stated values.
Foster genuine connections through storytelling, community engagement, and real-world impact.
Experiences Over Possessions: A New Blueprint for Fulfillment
The modern man’s pursuit of happiness is no longer defined by what he owns, but by the richness of his experiences and the authenticity of the brands he supports. This shift is driving a new era of value-aligned consumption, where meaningful purchases, sustainable lifestyle choices, and purpose-driven brands take center stage.
Key Takeaways:
Investing in authentic experiences delivers deeper, longer-lasting happiness than accumulating possessions.
Purpose-driven brands for men are experiencing faster growth, greater loyalty, and stronger brand equity.
Sustainability and genuine brand purpose are now essential criteria for meaningful purchases and long-term consumer relationships.
The modern man is empowered, informed, and seeking brands that reflect his values and contribute to a more purposeful, connected world.
As we move forward, brands and marketers must recognize that authenticity isn’t just a buzzword—it’s the foundation of trust, loyalty, and true fulfillment in the lives of modern men. The age of the experience-driven, value-aligned consumer is here, and it’s reshaping the future of business and culture.
