Recently BrandHook completed research with Freemasons Victoria to find who is ‘Today’s Man’.

Herald Sun wrote a piece on this research which you can read below:

THE Freemasons are looking at throwing open lodge doors, holding some meetings in pubs and having shorter ceremonies, a new report shows.

But the ancient men’s-only society insists it won’t accept women as members, saying females say they “actually don’t want to be in the Lodge room”.

Membership of the organisation in Victoria has dropped to 9356 in 2017 from 20,000 in 1997, and the average age of the member is now 67.

Research commissioned by the club shows part of the problem is the perception is that Freemasonry is regarded as being for “rich white men”.

It is also thought to be overly secretive and time-consuming.

The Freemasons’ latest journal contains new research based on a survey of members, a literature review and focus groups shows prepared by BrandHook Consultancy.

It states that the organisation needs to position “Freemasons Victoria as a contemporary brand”.

“We must improve the member experience, retain current Masons and attract new ones, whilst respecting and preserving the rich history and traditions of our organisation,” it says…

Read the full article here.