Modern men have an increasingly soft centre, and women prefer it that way, according to a study revealed today.
Research showed that the modern man is a big softy who cries over films, likes cuddling on the sofa and enjoys a bubble bath.
The research revealed that millions of men listen to soppy love songs, become choked up if someone gets booted off X Factor and enjoy watching the latest rom-com.
But while 77 per cent of women are in favour of the change, nearly a quarter complained there are times they wish their other half would 'man-up'.
Ed Culf, Marketing Director at Häagen-Dazs who carried out the research to mark the launch of Sensations - ice cream with a soft centre of sauce – said: “It is great to see that the modern man not only takes better care of himself, but he is in touch with his emotions and is no longer embarrassed to share his softer centre.
“It seems that women no longer pursue the stereotypical ‘blokey bloke’ and instead are looking for someone who feels comfortable showing a softer side.”
The survey of 1,000 women found that more than three quarters appreciate how in touch with their feelings the men in their lives are and women are in agreement that the demise of the old-fashioned 'blokey bloke' was a good thing – with nine in ten always opting for a big softie over a tough guy.
Topping the poll of celebrities that most embody this softer male with a strong exterior was James Bond star Daniel Craig closely followed by 300 actor Gerald Butler.
One in six keep mementos of nights out and the same number coo over other people's baby pictures and bake cakes.
Amazingly, one quarter said they wore lip balm while a third moisturise daily.
One in ten men still has their favourite teddy bear from their childhood within easy reach, one in twenty keeps a shoebox full of memories and a fifth of men cry if they see their partner cry.
More than a quarter of women have a partner that will stop what they are doing to appreciate a beautiful sunset or a field of wild flowers and many openly confess to enjoying musicals and liking candles around the home.
Compared to their fathers, younger men are more likely to instigate romantic moments, being openly affectionate in public (six in ten) and talking about their emotions with close friends and family.
They are more likely to resolve arguments or problems straight away rather than getting angry or walking away and more than a third of women said that their partner says 'I love you' more than they do.
Ed Culf, Marketing Director at Häagen-Dazs continues: “There has been a significant shift in the perception of what makes a man over the last decade. Men are no longer ashamed to moisturise and share their feelings which was something their grandfathers – or perhaps even their fathers - could not do.”
Commenting on the launch of new Secret Sensations ice cream Ed Culf continues: “As a leading brand in the market, Häagen-Dazs is constantly striving for the ultimate ice cream experience for our customers. Our two Secret Sensations flavours, Chocolat Fondant and Crème Brûlēe, do just that, combining luxurious ice cream with a soft center of sauce.”
