A NEW GENERATION OF MEN TAKES CHARGE
By 2010, there will be 21.9 million males between the ages of 15 and 24—the largest 10-year age group in the country. These Echo Boomers, the offspring of baby boomers, aren’t weighed down by the stigma their parents attached to masculinity. Today’s fashion-conscious men are wired, exposed to more media, and influenced by celebrity trends. This new profile gives marketers across the board an edge: the evolved crop of men are deeply invested in their look, and confident enough to wear their individuality on their sleeves.
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SEX DOESN'T ALWAYS SELL
Brands need to be talking to young men in a more sophisticated manner. Sure, sexual content in print ads piques men’s interest. But it doesn’t drive purchases.
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CUSTOMIZING THE CUSTOMER
Personal style drives the market, and this fact cuts across all product categories. Men today are searching for that unique look, and defining themselves by the brands they purchase.
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WANTED: NEW ADS TO REACH THE NEW MAN
The majority of men in five of the top consumer-driven countries agree that the male role in today’s society is in flux. It shouldn’t come as a surprise, then, that they also believe “images of men in advertising are out of touch with reality.”
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WHO WEARS THE PANTS?
Women have broken through the glass ceiling, and their male counterparts are under pressure to step up their style quotient. Men are seeking out more sophisticated lifestyle products and ways to present themselves, all in an effort to gain an edge within the shifting gender landscape. The result: major opportunities for informed advertisers.
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FITNESS: MEN TRADE IN CALORIES FOR SLIM CUTS
Men are more health conscious than ever before. The scales have balanced: today’s women care more about how men look, so men are taking measures to stay fit and look sharp. Slimmer cuts demand that men monitor their calorie intake.
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GROOMING: FACING UP TO SKIN CARE
The archaic notion that male grooming regimens consist of toothpaste, razors, and a multi-purpose bar of soap is a thing of the past. Skin care and hair care have become unisex concepts, and sales of men’s grooming products have gone through the roof—great news for marketers, especially established brands that target men via a masculine slant.
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FASHION: GUIDE TO iPOD STYLE
The trend for casual chic clothes is continuing to drive the menswear market. On the runway and in the office, suits are no longer the industry standard. Today’s men are more independent and want to express themselves with creative casual wear.
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FASHION: NO HAND HOLDING REQUIRED
Men have come a long way since the seventies, when women bought the majority of their clothing for them. Today, men are passionate about shopping. They’re smart, independent, attentive to the latest designers, and determined to craft a personal style. Marketers should cater directly to men—to their masculine side and their sartorial savvy.
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GAMING: ADDICTED TO ARMCHAIR ADVENTURE
Video games capture a guy’s attention like nothing else. Today’s hottest games have high-powered graphics and bigger challenges. For gamers, bigger is always better. They prefer intense action/adventure and sports, and they’re willing to spend cash to guarantee the thrills.
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