Just in time for Father’s Day, a new survey reveals what really matters to modern men. It’s respect, recognition and better male role models.
Thirty-nine percent of 25-34 year olds want to hear they are a great dad, partner or friend
According to research from men’s grooming brand Rock Face, nearly a third of men (29%) say the compliment they want most is being told they’re a great dad, partner or friend.
That figure jumps to 39% among 25–34-year-olds, showing younger men especially value recognition for the roles they juggle every day, not just how they look.
The findings challenge common male stereotypes and underline the emotional reality many men experience, especially around key moments like Father’s Day.
Suicide remains the leading cause of death for men under 50
Many men still don’t know how to express their feelings or talk about challenges and that silence can carry serious consequences. Three in four suicides in the UK are male. Suicide continues to be the number one cause of death among men under 50, highlighting an urgent need for stronger emotional role models and better support for men’s mental health.
Rock Face is encouraging people to have honest conversations with the father figures in their lives and say the things that often go unsaid, like “thank you”, “I see you”, and “I love you”.
James Wilkinson, CEO of Rock Face said: “Too many men grow up without emotional role models. We’re told to man up, not speak up.
“We want to inspire the nation to open up and tell their dads what they really mean to them. It takes courage to be vulnerable but opening up to our dads and friends builds stronger relationships and better role models for the next generation.”
Men want genuine compliments that matter
The survey also found that men value meaningful compliments, from personality to confidence boosters, over just physical appearance.
While 39% of men want to hear they don’t look their age, 29% say a compliment on their personality means the most, and 28% love being told they smell amazing, something Rock Face is especially proud to support.
Real men share the words they’ll never regret saying
As part of the campaign, Rock Face spoke to real men about what these conversations mean to them.
Danny McAllister, 49, from Huddersfield who lost his father and is now a dad himself, explained that he always makes a point of telling his children he loves them. He believes it’s important to say it while you still can because he never wants his kids to wonder how he feels about them.
Kristian Griffen, 47, also from Huddersfield shared a moment when he called his dad simply to say he loved him. His dad was initially surprised but responded with the same words, making that exchange deeply meaningful.
Jude Hill, 57, from Leeds was adopted at a young age and describes how her dad is a rock to the whole family.
“Rock Face is often the first product a man reaches for as he gets ready to face the day,” added James Wilkinson.
“But it’s about more than just grooming. We want to go beyond the morning routine and keep the conversation going. We’re encouraging men to open up, share how they feel, support one another and feel confident in who they are.”
Rock Face’s grooming range, including deodorants, shower gels, and skincare are available at Tesco, ASDA, Boots, Sainsbury’s, Waitrose, Ocado, and Amazon, delivering cologne-quality scents without the premium price tag.
Rock Face’s Father’s Day campaign can be viewed on Instagram here.
