2

3

Recessionary Residuals

While the job market for men has improved, the lasting effects of the recession have altered the traditional “provider” paradigm.

4

2006 2007 2008 2009 2010 2011 2012

4.6 4.7

6.1

10.4 10.59.4

8.3

4.6 4.55.4

8.1 8.6 8.4 8.1

Men Women

At the height of the recession, unemployment for men was higher

than women by 2%

No Longer Always the Breadwinner…

5

39%

80%

0f women out-earn their spouses

are OK with it

…and That’s OK

6

New Role

Whether by choice or need, being exposed to new roles such as child care, shopping and household activities has created a new generation of men who embrace their new roles and the impact they can make.

7

New Role

of men are the primary

grocery shopper in

the household

of men say they equally

share in house

cleaning

of men agree being a man = doing what is necessary to

keep the household running

40%

44%

86%

8

Beyond the 9 to 5

Men increasingly evaluate their successes in life in areas beyond career and finance.

Feel their life is the same or better than it was prior to the recession

Feel their FINANCIAL situation is the same or better than it was prior to the recession

67%

42%

9

Shopping Activity:FUNCTIONAL

Purpose:SOLVE A PROBLEM

Priorities:CONVENIENTINFORMATIVE

Men shop differently

“Subscription Commerce” address men’s expanded interest in style and grooming, while P & G is setting up “Man Aisles” within physical stores. All focus on conveniently solving a need.

10

Men research, women share

Males use more sources on average

than females, but tend to

share less than females after

purchase.

56%

61%

11.6

10.2

17%

15%

N=2999

N=2004

Average source node usage

Average number used

SMOT participation

(i.e., sharing information about purchase with F&F or via Facebook, Twitter, etc.)

11

12

Marketing to Men

Research price online before

making a purchase

More likely than women to scan a barcode in store

Men are favoring digital sources –

and not their televisions- when

looking to be entertained

72%

26%

76%

13

Marketing to MenMAKE IT EASY Shopping is need based for most men. The process should be simple and direct.

BE INFORMATIVEProduct info, reviews, comparisons, availability and store information.

HAVE FUN, BUT DON’T INSULTA recent Huggies campaign backfired for implying Dads were unfit parents.

14

LIZ ROSSPresident, BPN North America

LRoss@bpnww.com