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; firstname.lastname@example.org; 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. …