The document discusses how the recession has altered traditional gender roles, with more women becoming primary breadwinners and men taking on more household responsibilities like childcare and shopping. It shows data on unemployment rates and attitudes towards changing gender dynamics. The article provides advice for marketing to men, emphasizing making the shopping process easy and informative while entertaining in a respectful way.

2. 1

3. While the job market for men has improved,
the lasting effects of the recession have
altered the traditional “provider” paradigm.
2

4. No Longer Always the
Breadwinner…
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
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5. …and That’s OK
39%
80%
0f women out-earn are OK with it
their spouses
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6. 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.
5

7. 40% 44% 86%
of men are the of men say they of men agree being a
primary grocery equally share in man = doing what is
shopper in the house cleaning necessary to keep
household the household
running
6

8. 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
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9. Shopping Activity:
FUNCTIONAL
“Subscription Commerce”
address men’s expanded
interest in style and Purpose:
grooming, while P & G is SOLVE A
setting up “Man Aisles” PROBLEM
within physical stores. All
focus on conveniently
Priorities:
solving a need.
CONVENIENT
INFORMATIVE
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10. Average source
node usage
17% Males use more 15%
sources on average
than females, but
Average tend to share less
number used 11.6 than females after 10.2
purchase.
SMOT
participation
(i.e., sharing information
56% 61%
about purchase with F&F or
via Facebook, Twitter, etc.)
N=2004 N=2999
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11. 10

12. Marketing to Men
72% 26% 76%
Research price More likely than Men are favoring
online before women to scan a digital sources – and
making a purchase barcode in store not their televisions-
when looking to be
entertained
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13. Marketing to Men
MAKE IT EASY BE INFORMATIVE
Shopping is need based for most men. Product
The 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.
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14. LIZ ROSS
President, BPN North America
LRoss@bpnww.com
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