All Hail the Sugar Mama!

Website for guys discovers men have redefined the institution of marriage...mostly

TORONTO, Feb. 9 /CNW/ - As Valentine's Day approaches,, the online guide to urban life for Canadian guys, just released the results of a survey of 550 of its readers on their attitudes towards marriage and domestic life. The results showed that guys are prepared to embrace non-traditional roles in the household, while holding on to some old-school attitudes towards marriage.

When asked if marriage matters to them, it's clear they don't believe the hype that marriage is dead. Nearly three-quarters (73 per-cent) still consider that age-old institution of monogamy to be important or very important to them.

When asked if they would like their wife to take their last name, respondents were split. Slightly more than half (54 per-cent) professed liberal attitudes towards the matter, but 46 per-cent still aspire to becoming "Mr. and Mrs. So-and-so".

A majority of respondents say they would happily become a stay-at-home dad. Laundry, diapers, feeding? None of that messy stuff phases the 71 per-cent who say they'd be prepared to be raise the kids while their wife brings home the bacon.

On a related question, respondents expressed no qualms about ceding the role of primary breadwinner to their partner. Almost 90 per-cent claimed that they wouldn't be embarrassed if their wife earned more than them.

Not surprisingly, respondents revealed progressive attitudes towards the household chores. Remember the good old days when a guy's evening responsibilities consisted of drinking a Scotch and reading the paper? Well, neither do the majority of our readers. Of guys who cohabitate, nearly two-thirds (64 percent) do at least half the cooking and cleaning.

"These results are very 21st century. I'm impressed by the very modern values espoused by our readers - or at least professed by them," says Russell Smith, executive editor of "So many of our guys claim to be totally cool with staying home to raise kids and sharing the housework."

"And a surprising number say that they still want their brides to take their last names. That's confusing, given such progressive stances on other issues. It shows that modern men are still in the process of rethinking old institutions."

"This survey continues our mandate to provide insight into the mind of the modern Canadian man," says Peter Coish, publisher of DailyXY. "It baffles me why most ads for household products still present an antiquated notion of marriage where the wife's major concerns are laundry and dinner, while hubby drinks beer with the boys."


Lead by author and style guru Russell Smith, provides advice to guys on all aspects of urban life. Every day, DailyXY sends an email to thousands of subscribers across the country, covering such topics as style, nightlife, food, women and other stuff that appeals to the y-chromosome. The website receives about 200,000 visitors per month.


For further information: For further information: on, or to arrange an interview with's executive editor Russell Smith, contact Peter Coish, publisher, at (647) 291-5567, (; or Susan Willemsen at The Siren Group Inc. at (416) 461-5270, (

Organization Profile


More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890