1
While the job market for men has improved,the lasting effects of the recession havealtered the traditional “provider” para...
No Longer Always theBreadwinner… At the height of the recession, unemployment for        men was higher than women by 2%  ...
…and That’s OK         39%                      80%0f women out-earn   are OK with it   their spouses                     ...
Whether by choice orneed, being exposed to newroles such as childcare, shopping andhousehold activities hascreated a new g...
40%             44%                 86% of men are the   of men say they    of men agree being aprimary grocery   equally ...
Beyond                    Men increasingly evaluate their successes                          in life in areas beyond caree...
Shopping Activity:                              FUNCTIONAL“Subscription Commerce”address men’s expandedinterest in style a...
Average sourcenode usage                                17%      Males use more        15%                                ...
10
Marketing to Men          72%                26%                  76% Research price     More likely than     Men are favo...
Marketing to MenMAKE IT EASY                                 BE INFORMATIVEShopping is need based for most men.         Pr...
LIZ ROSSPresident, BPN North AmericaLRoss@bpnww.com                               13
The Rise of the Mansumer (PMA Conference)
Upcoming SlideShare
Loading in …5
×

The Rise of the Mansumer (PMA Conference)

1,435 views

Published on

Liz Ross, President, NA at BPN, discusses the rise of the mansumer at the PMA Conference 2013.

Published in: Business, Lifestyle
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,435
On SlideShare
0
From Embeds
0
Number of Embeds
231
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Provider vs. stay at home dad
  • The Rise of the Mansumer (PMA Conference)

    1. 1. 1
    2. 2. While the job market for men has improved,the lasting effects of the recession havealtered the traditional “provider” paradigm. 2
    3. 3. No Longer Always theBreadwinner… At the height of the recession, unemployment for men was higher than women by 2% 10.4 10.5 9.4 8.3 6.1 8.1 8.6 8.4 8.1 4.6 4.7 5.4 4.6 4.5 2006 2007 2008 2009 2010 2011 2012 Men Women 3
    4. 4. …and That’s OK 39% 80%0f women out-earn are OK with it their spouses 4
    5. 5. Whether by choice orneed, being exposed to newroles such as childcare, shopping andhousehold activities hascreated a new generation ofmen who embrace their newroles and the impact theycan make. 5
    6. 6. 40% 44% 86% of men are the of men say they of men agree being aprimary grocery equally share in man = doing what is shopper in the house cleaning necessary to keep household the household running 6
    7. 7. Beyond Men increasingly evaluate their successes in life in areas beyond career and finance.the 9 to 5 67% 42% Feel their life is the Feel their FINANCIAL same or better situation is the same than it was prior to or better than it was the recession prior to the recession 7
    8. 8. Shopping Activity: FUNCTIONAL“Subscription Commerce”address men’s expandedinterest in style and Purpose:grooming, while P & G is SOLVE Asetting up “Man Aisles” PROBLEMwithin physical stores. Allfocus on conveniently Priorities:solving a need. CONVENIENT INFORMATIVE 8
    9. 9. Average sourcenode usage 17% Males use more 15% sources on average than females, butAverage tend to share lessnumber used 11.6 than females after 10.2 purchase.SMOTparticipation(i.e., sharing information 56% 61%about purchase with F&F orvia Facebook, Twitter, etc.) N=2004 N=2999 9
    10. 10. 10
    11. 11. Marketing to Men 72% 26% 76% Research price More likely than Men are favoring online before women to scan a digital sources – andmaking a purchase barcode in store not their televisions- when looking to be entertained 11
    12. 12. Marketing to MenMAKE IT EASY BE INFORMATIVEShopping is need based for most men. ProductThe process should be simple and direct. info, reviews, comparisons, availabilit y and store information. HAVE FUN, BUT DON’T INSULT A recent Huggies campaign backfired for implying Dads were unfit parents. 12
    13. 13. LIZ ROSSPresident, BPN North AmericaLRoss@bpnww.com 13

    ×