Filed under: MASCULINITY | Tags: ADT Security Services, Arm & Hammer, Church & Dwight Co., CVS, Depend, Diamond Foods, Emerald Snack Nut Line, Invesco, Kimberly Clark Corp., Kleenex, Kohler, Ocean Spray, Sherwin-Williams, Walgreen
The baby boomer generation – born between 1946 and 1964 – is turning conventional wisdom about marketing to seniors upside down. With the oldest boomers of this generation getting set to turn 65 and retire this year, corporate America is recalibrating the marketing of their products and services to accommodate their best customers’ needs. The most important thing for companies to remember when targeting these aging boomers is not to remind them that they have aged. Even the oldest boomers still feel young at heart, and desire be marketed along that vein. (more…)
Tina Wells, writing for MediaPost’s Engage: Gen Y blog, provides marketers with her top 10 tips for 2011. Here are Ms. Wells’ key tools for effective marketing to Millennials. (more…)
According to a new Harris Poll of U.S. adults, when Americans age 18 and older were asked if they would want to be richer, thinner, smarter, or younger, 43% claimed that they would want to be richer, representing the highest desired attribute by a two to one margin. More than one in five Americans (21%) would prefer to be thinner, 14% said smarter and 12% wanted to be younger.
However, the most desired traits varied significantly by gender. (more…)
Filed under: MASCULINITY
Although men are reluctant to express their feelings with other men, don’t dismiss male friendships as inferior to female friendships, writes Jeffrey Zaslow of The Wall Street Journal. “If we use a women’s paradigm for friendship, we’re making a mistake,” says Geoffrey Greif, a professor at the University of Maryland’s School of Social Work, who has studied how nearly 400 men maintain their friendships. (more…)
Filed under: MASCULINITY, Uncategorized | Tags: Axe, Colgate-Palmolive, Old Spice, Procter & Gamble, Speed Stick, Unilever
According to Andrew Adam Newman, in the New York Times (August 17, 2009), both Old Spice, a Procter & Gamble brand, and the deodorant and body spray brand Axe, rely heavily on humor to target the 34 & under male market. And Old Spice has a new formulation, Ever Clear, which uses humor and bold imagery to play on a new male insecurity – deodorant aesthetics – anti-perspirant clumps underneath your arms. (more…)
Even though men have more been adversely affected by the downturn in terms of jobs lost, women are more pessimistic about the economy. According to a survey conducted by Performics, part of Publicis Groupe’s VivaKi Nerve Center, and reported by Advertising Age, 53% of women said their situation is worse than it was a year ago, while only 38% of men said they were worse off. (more…)
Filed under: MASCULINITY
The latest findings from the second wave of reporting from GQ Magazine’s What Men Are Buying longitudinal study indicate that men are starting to open up their wallets and plan to spend more in the next 12 months than what was previously reported in the first quarter. The freeze on discretionary spending is definitely thawing, whereas nearly 1 in 2 (46%) men surveyed in the first quarter planned to spend less of their discretionary income during the next 12 months, only slightly more than a third (36%) agreed with that statement during the second quarter. (more…)
Filed under: MASCULINITY
Alex Mindlin of The New York Times (July 6, 2009) reports that a paper published in the Journal of Marketing rejects the conventional wisdom that women are more loyal customers than men. It seems that loyalty by gender varies by the group dynamic, or the lack of one. Case in point, the study finds that women are more loyal than men to individual service providers, like hairdressers; but men exhibit more loyalty to groups and companies, like barbershops. (more…)
