The Rise of Men: How Marketing to Men Is Changing How to Market to Women

Marketing to Women: Addressing Women and Women's Sensibilities, July 2013 | Go to article overview

The Rise of Men: How Marketing to Men Is Changing How to Market to Women


Marketers have long used gender as a way to reach consumers. Financial services, automobiles, and insurance primarily targeted men, while domestic-related manufacturers, such as food, beverages, and cleaning brands, concentrated on reaching women.

Yet, in today's landscape, men are increasingly likely to shop at the grocery store, unload the dishwasher, and plan their children's birthday parties. And this shift in roles isn't entirely from one gender to the other. Just because men are increasingly purchasing toilet paper doesn't mean women aren't doing so as well.

This blurring of traditional gender roles is reverberating across all marketing channels and industries, though the overall impact is still unknown. Many tried-and-true maxims no longer hold true. Men aren't the only ones bringing home the bacon: 40% of U.S. children live in households in which their mother is the primary breadwinner, according to the Pew Research Center. And there's no one "right" approach on how to market to women or men in this current landscape. J.M. Smucker has changed its iconic "Choosy Moms Choose Jif" peanut butter tagline to now also include the voice-over "and dads."

WHAT DEFINES MEN TODAY, 2013

Being a gentleman/good manners             70%
Keeping his word                           65%
Personal values                            64%
Knowledge/intelligence                     57%
Ability to make decisions                  56%
Financial support for family               55%
Emotional support for family               52%
Parenting abilities                        49%
Life experiences                           48%
Career success                             43%
Handyman skills                            43%
Physical strength                          31%
Size of paycheck                           26%
Power in the workplace                     24%
Attractiveness                             23%
Ability to bond over sports                21%
Comfortable with his feminine side         21%
Navigational skills                        18%
Car                                        17%
Attractiveness of his significant other    16%
What he eats                               13%
Number of sexual conquests                  8%

NOTE: More than one response permitted.

SOURCE: JWT Intelligence

WOMEN, MEN LOVE APPLE PIE

Women's favorite pies are apple (17%), pumpkin
(13%), and pecan (11%), according to DDB Worldwide
Communications Group. Only 5% of women claim to
not eat any type of pie. [FOOD]

                     Women    Men

Apple                  17%    20%

Pumpkin                13%    12%

Pecan                  11%    10%

Chocolate cream        10%    10%

Cherry                  6%     7%

Lemon meringue          7%     5%

Key lime                6%     5%

Banana cream            5%     6%

Coconut cream           5%     4%

Peach                   4%     7%

Blackberry              3%     3%

Other                   7%     6%

Don't eat pie           5%     5%

SOURCE: DOB Worldwide Communications Group

SOURCE: DDB Worldwide Communications Group, Elena
Weinstein, 437 Madison Ave., New York, NY 10022;
212-415-2191; elena.weinstein@ddb.com; www.ddb.com.

Note: Table made from bar graph.

State of Men

The classic macho man, personified by Don Draper of the TV series "Mad Men," may still appear in advertising campaigns, but today's man is much less about power and his paycheck than he is about being honorable and a good parent, reports JWT Intelligence. However, millennial men express some preference for the traditional male stereotype. Nearly six in 10 millennial-aged men (58%) feel as if their concept of manhood is no longer widely accepted in society, 65% say men seem less masculine than in the past, 50% believe men can't be "men" anymore, and 53% feel there aren't many opportunities to do "guy stuff."

Meanwhile, although men and women are taking on more house responsibilities, there's a difference in perception over actual work.

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