emerging from the man cave targeting today's new male consumer

EmErging from thE man CavETargeTing Today’s new male consumer

EXECUtivE SUmmarY

Testosterone-fueled ad campaigns have been hitting every major media outlet over the past several months. with promotions ranging from old spice and dockers to the iron chef, it appears as though the male consumer is encroaching on the turf long held by the fairer sex as marketers’ favorite target.

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EmErging from thE man CavE: TargeTing Today’s new male consumer

But why men? How is gender relevant to a shifting economy? when put into a historical perspective, this group’s emergence appears to have been just as inevitable as spending patterns within business cycles. The goal of this paper is to apply this perspective to a shifting trend and provide insight into what opportunities it might present to the marketing community. in the darkest economic times, the most adaptive are those who survive, and such adaptability comes to those most aware of their changing world.

Changing rolES

since the end of 2007, 8.4 million american jobs have been lost. of those jobs, over 75% had belonged to men. meanwhile, 3 women to every 2 men are earning a bachelor’s degree and in 2010, for the first time in U.S. history, there are more women in the work force than there are men. The trend is clear, but its implications can be easily misconstrued. while the domestication of the american male is often associated with emasculation, it contrarily seems that many men are taking advantage of the new sociosexual hierarchies to take control of their lives in ways they hadn’t in the past. instead of focusing on how they will earn money, men are growing more concerned with how to spend it.

when it comes to household goods (kitchen, bath, beauty, etc.), marketers tend to largely ignore the male target. Stroll the aisle of your local grocery store, and you’ll find brand names that speak solely to women and copy telling you that products are “mother approved.” and while women still comprise the vast majority of sales in this category, the margins are growing progressively thinner. a 2008 survey found that among men living alone or in a couple (both opposite and same-sex), 76% claimed to be primarily or at least partly responsible for buying groceries and 63% claimed the same responsibility for purchasing both cleaning and laundry products.1 with a greater gender balance than ever in consumer spending, perhaps it is time for marketers to update perceptions of their customers across brand portfolios.

thE riSE and fall of thE mEtroSEXUal

in 2002, a remarkable fad rose to prominence. identifying with well-coifed celebrities such as david Beckham and ryan seacrest, men started caring about the way they looked. actually, they started caring quite a lot. Face peels, exfoliates, and other manscaping products surfaced as beauty and hygiene became an acceptable and enjoyable practice for both sexes. However, the term “metrosexual” that was associated with this movement related to

in light of the global economic tumult experienced over the past two years, it was inevitable that many changes would arise along the path to recovery. we are now faced with a new frugality amongst consumers, as savings rates are trending upward and consumer confidence is drifting lower. such trends, while obviously impactful of the overall economy, place added pressure on marketers to respond in kind.

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something less than macho. it took a “queer eye” in order for the straight guy to look good: a tough pill to swallow for the typical nascar enthusiast and college frat boy. at the time, it seemed as though there might be a limit to how much grooming men were willing to accept en masse.

and yet the grooming trend never disappeared. it merely evolved to accommodate the sensibilities of the average man. This “average Joe” is difficult to define, as he must encompass attitudes, perceptions, and tastes across numerous groups. categories ranging from socio-economic background to sexual preference all factor into individual identities, and therefore the “average” male can be best recognized by broader commonalities. The group as a whole cannot be defined as a set of high-maintenance manscapers, just as it cannot be defined as a bunch of beer-swilling jocks. while it seems men want to feel better about the way they look and smell, they also want to maintain an overall sense of masculinity. a recent Brandweek article tried to define this representative of the greater male class as someone between neanderthal and metrosexual. it describes him as “…a man who equates good grooming…with success and confidence. Being men, though, many want their products to have demonstrable utility – often through multiple uses.”2

Buoyed by strong growth in the body wash and shower gels categories and by the highly motivated/easily influenced target group of younger men, the men’s grooming industry rose to $4.8 Billion in revenue in 2009. although the growth rate has taken a dip since the outset of the recession, male consumption of beauty products has continued on an upward trend. appealing to the typical attributes of the male stereotype, brands such as unilever’s axe and Procter & gamble’s old spice have taken the lead in this category.

They employ aroma experts to concoct scents distinguishing their products from their more feminine counterparts. They offer products allowing customers to shampoo, condition, wash, and shave in one session. They use bold, solid colors in their packaging. But their most distinct formula for success has been the use of humor and sex appeal in their marketing campaigns. By playing on men’s insecurities and desire for status and reward, these companies have seen steady success. The messages these campaigns promote (macho men use this product; spray this on – get the girls) reinforce man’s most basic desires and goals.

in spite of P&g’s and unilever’s success, there are lessons to be gleaned from marketers that have taken a less extreme approach to a polarized market. although male-oriented products make up less than 10% of all sales, clever marketing tactics have helped capture some of the remaining 40% of the population consisting of men by playing the middle of the field. The continued success of the Head & shoulders brand is a case in point: a consistently gender-neutral product that has sustained upward sales growth. while the brand has reached out more directly to men recently by employing Troy Polamalu of the Pittsburgh

a possible lesson from this success is that men might not need their shampoo to be manly so much as they prefer it not be girly. and perhaps by playing to the middle, brands can cast a net toward men without alienating their legacy female customers.

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steelers as a spokesperson and by extending its line with a men’s solution, Head & shoulders hasn’t strayed from its core design and focus as a solution for both him and her. in 2009, while overall hair care sales declined by 4%, Head and shoulders saw an increase by 7%. a possible lesson from this success is that men might not need their shampoo to be manly so much as they prefer it not be girly. and perhaps by playing to the middle, brands can cast a net toward men without alienating their legacy female customers.

thE gaStroSEXUal

The traditional expectation when a man says he’s cooking dinner usually involves an outdoor grill and slabs of meat cooked over an open flame. Generally, their female counterparts will handle any preparation of said meat, as well as any side dishes. while this expectation might seem odd considering that men dominate the restaurant industry, it has long been a relatively realistic impression of american household roles. and yet, as with the grooming market, a change is again underway.

in a study commissioned by Purasia, the Future Foundation coined the term, “gastrosexual” to describe a classification of “masculine, upwardly mobile men aged 25-44, who are passionate about cooking and the rewards that it might bring.” The report makes an interesting distinction about this new male attitude toward cooking. it is a passion for these men, a form of self-actualization. whereas fewer than 40% of women admit to actually enjoy cooking, 52% of men regard it as a hobby and approach culinary projects with élan.3

The Food network, a lifestyle cable television network owned and operated by e.w. scripps, carries a variety of programming centered on the topics of cooking and entertaining. its core audience has long been upscale women aged 25-44, and yet the network has progressively broadened its offering over the past several years into reality-style competition shows such as the iron chef, dinner: impossible, and chopped. This niche channel has transformed itself to capture a growing share of the beloved 18-34 set.

The more modern impression relates that it is not only okay for men to cook, but it is actually pretty macho.

In a profile by Businessweek in 2007, the Network was described as the next mTV for its ability to capture the attention of a younger audience, driven by sultry hosts like giada de laurentiis and a national awareness of obesity and dietary needs. apparently, with the new crop of younger audiences, the network has also been able to attract the attention of young men. The article describes a 21-year-old male college student who records delaurentiis’ show so it won’t interfere with his class schedule. “it’s not the cooking appeal,” he says, “so much as it’s her appeal.”4

while cooking has long been cast as somewhat unmanly, men are increasingly adopting it for its non-culinary benefits. The key motivators for the gastrosexual, as described in the Purasia study are: cooking for passion, cooking for praise, and cooking to impress potential partners. This observation exposes both the strengths and frailties of the male archetype. while men tend to find immense joy in the creativity and expression of artful cooking, they are just as influenced by their own insecurities and desire for reward. among 18 to 34 year old men, 23% admitted to cooking in order to impress or potentially seduce a partner as opposed to just 11% of women in the same age range. This alpha male of the kitchen persona is further reinforced by the strong male personalities promoted on the Food network, the cooking channel, and the Travel channel. The more modern impression relates that it is not only okay for men to cook, but it is actually pretty macho.

Poggenpohl, a premium kitchen manufacturer, recently teamed with Porsche design to create the P’7340, a kitchen designed specifically for men. Its sparse design and use of dark materials places the emphasis of the space less on decoration, and more on fundamentals and function. This aesthetic aligns itself well with typical male interests, highlighting utility, function, and stripping the space of useless ornamentation. These principles are common throughout the most coveted icons of male fascination. sports cars, electronics, and power tools are all common areas of fascination amongst men, and they are frequently

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designed with these principles in mind. Function most often comes first, for it’s not how many buttons and lights a product might have, but how many features it supports.

honEY, i’m homE

This year, omaha, nebraska will be hosting the 15th annual at-Home dad’s convention, a gathering of men from across the united states and canada who have opted to be the primary caregivers for their children. The event started in 1995 as part of a study by oakton community college in the chicago area into this unique family arrangement. after 10 years, the college ended its program and a group of attendees stepped up to keep the convention running.

The continuation of this event was just as much about the needs of the individual attendees as it was about servicing a growing population. In reflection, one father was quoted as saying, “after six years of relatives, friends, neighbors and strangers constantly questioning my decision and doubting my ability to be the primary caregiver, news of the at-Home dads convention was welcoming. each year i have arrived home from the convention reenergized with a greater sense of confidence, pride and purpose in fulfilling my commitment as an at-home dad for my family.”5 However marginalized this group may have been in the past, they have managed to form a growing support network and by

extension, the sites, publications, and tools necessary to facilitate their lifestyles.

manofthehouse.com is a blog dedicated to all things related to being a father. This online destination for dads shares information about topics such as home care, cooking, finances, parenting, and relationships. If the existence of such a site weren’t proof enough of a greater male presence in the home, the results of a recent survey conducted by the site are. From a sample of more than 1,000 fathers, the survey found that 73% reported a sense of fulfillment from taking care of their children; 91% agreed that when they equally divide household responsibilities with their spouses, they tend to get along better. in the same study, only 51% of fathers said that having a successful career gave them the same sense of personal fulfillment as their familial responsibilities.6

and yet, even with so many men taking a vested interest in the activity within their homes, the space often bears no reflection of them as people. Quite often men are assigned a specific area in their home that they can call their own, while the rest belongs to their female counterparts. These spaces generally reflect the utilitarian desires of men: garages, patios or home offices. But some men take it a step farther and carve out a shrine to their own masculinity affectionately called the “man cave.” These lairs of testosterone generally have the typical cliché trappings such as large-screen televisions, pool tables, wet bars, antler chandeliers, and the occasional portrait of dogs playing poker. The very thought of this space is a screaming siren of repression, and yet with such a polarized aesthetic it’s no wonder women prefer that it remain contained.

But perhaps there is a middle ground that could end the need for a man cave once and for all and allow the man entrance into the rest of the house. as with the boom in the male grooming market and the normalization of men in the kitchen, there could also be room for male perspectives in home décor. in fact, it makes sense that home interiors reflect and support the people that inhabit them.

women are still the primary shoppers in american households, regardless of the quantity of time actually spent at home. and while the gap in spending has narrowed, we don’t see it evaporating overnight. However, it has become apparent that the average american man has grown more sophisticated and more interested in the inner-workings of their homes than ever. They change diapers and do the dishes. They prepare meals and vacuum the rug. They are a greater presence in the household goods marketplace

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than ever, and therefore deserve the attention of the business community. However, this doesn’t mean everything needs to be t-bones and lug nuts. To sway from one pole to the other would simply ignore the complexity of the market and shift from alienating one target for the sake of another. a more sensible approach would be to take the genders out of the equation altogether by defining the attitudes and sensibilities they hold in common. The new american home is one of co-habitation, and there is an aesthetic that can appeal to both sexes.

impliCationS for thE markEtEr

as brand managers and marketers, the responsibility falls on you to tread this gender line and define your targeting approach. as a part of this process, you should ask yourself several questions from the outset in order to determine a thoughtful and appropriate course of action. your products may be varied, and each will have its own criteria when benchmarking against your competitors and the marketplace. However, through a few simple questions you will be able to frame your decisions in a perspective most relevant to your circumstances.

do YoU UndErStand who thE nEw malE ConSUmEr iS?

while we have provided some context to the environment from which this emerging market segment has been born, the complexities of human character go well beyond the boundaries of this paper. There is a bevy of websites, studies, and secondary research already available to help familiarize you with this group. However, a directed primary study of your own is the best way to learn first-hand what evolved gender roles mean to your brand and what core consumer insight is a significant jumping-off point.

do YoU UndErStand how thE “man of thE hoUSE” intEraCtS with YoUr prodUCtS?

The answer to this question is undoubtedly going to differ just as much from sKu to sKu as it will from brand to brand.

a man might feel more strongly about the way his shampoo smells versus what color his toaster is. However, it is crucial to understand what this man values about both of these products. The man of the house is clearly not what he used to be, and as his level of interaction grows in the kitchen, the bathroom, and all places domestic, his perception of the products that fill these spaces will change. In order to best capitalize on your market as a whole, we recommend a strong understanding of these perceptions in order to appropriately align your messaging. Traditional gender roles are blurring, and as the home increasingly becomes a shared space, product solutions are blurring as well.

arE mEn “CloSEt USErS” of YoUr prodUCtS?

long before the metrosexual drove the men’s grooming industry into exponential growth, men still took showers with soap. However, quite often they resorted to using shampoo and body washes packaged and scented for women. These reluctant users often bashfully hid their purchases from fellow shoppers at the checkout aisle, and tucked them away in the cabinets of their own homes to avoid the ridicule of their friends. while this phenomenon has dissipated in the grooming market, it is still ever present in less evolved categories such as baby products and cleaning supplies. as a brand manager, one of your chief concerns should be how your customers value and relate to your products. if your product proposition elicits insecurity and shame, then perhaps it is time to revisit your strategy.

ShoUld YoU rEpoSition in ordEr t0 attraCt thE nEw malE; invESt in nEw prodUCtS, EXtEnSionS, or dirECtEd markEting to attraCt him; or ignorE him altogEthEr?

This is the question that cuts to the heart of the issue: what do you do about it? if you have determined that an opportunity exists for your brand, ignorance should not be an option. so how do you proceed without degrading your carefully built equity? last year, dove veered from its

But perhaps there is a middle ground that could end the need for a man cave once and for all and allow the man entrance into the rest of the house.

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comfort zone as the leading provider of women’s toiletry products with the creation of the dove men+care brand. This new line of products places an emphasis on utility, technology, and identifying with masculinity through a new color palate and athletic endorsements. although this strategy is inconsistent with dove’s long held identity, it has provided entrée to new revenue streams and increased relevance in the overall grooming industry. However, the subtle shift of the Head & shoulders brand, as previously described, has provided strong results as well. although new products and campaigns have been introduced, they enhance and support the existing brand meaning as opposed to redefining it altogether. Whether one approach is better than the other is debatable, but together they illustrate the range of options available.

The question of how to engage is the most crucial decision you will make in accounting for these new customers. your steps should be calculated yet unafraid. men are growing more accepted in their new roles, and as a marketer your acceptance might be what defines your brand in this new household. However, failure to recognize this opportunity might be what causes you to be left behind.

endnotes:

1. newman, A. (2008, August 11). The Man of The House. Retrieved July 17, 2010 from Adweek.com:

http://www.adweek.com/aw/content_display/special-reports/other-reports/e3i1e343e9ca0d6f68bc57f2f143dd33c29?pn=8&&imw=Y

2.Wong, e. (2009, May 16). P&G, Dial, Unilever Target the Middle Man. Retrieved July 16, 2010 from Brandweek.com

3. Future Foundation. (2008). The Emergence of the Gastrosexual. Commissioned for PurAsia. Future Foundation.

4. Businessweek. (2007, January 3). The Food Network: The New MTV? Retrieved July 17 2010 from msn.com:

http://articles.moneycentral.msn.com/Investing/extra/IsFoodnetworkthenewMtV.aspx

5. daddyshome, Inc. (2009). Convention Quotes. Retrieved August 9, 2010, from athomedadconvention.com:

http://athomedadconvention.com/convention_quotes.php

6. PRnewswire. (2010, June 17). New Manofthehouse.com Study Explores Changing Roles of Dads in the Family. Retrieved June 21, 2010 from PGInvestor.com:

http://www.pginvestor.com/phoenix.zhtml?c=104574&p=irol-newsArticle&Id=1439336

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By Kathy oneto, Vice President, Brand strategy;michael Bertolina, contributing writer and researcher