14
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.
