Jose Palomino

Marketing to the “New” Man

February 28, 2013

Original Post: Misunderstanding The Common Man
By Keith Richman | February 1, 2013

“The reality is that perhaps men aren’t so simple or as easily categorized as they used to be. This messaging transition is under way because the stereotypes of macho men, skirt chasers, and doofus dads don’t work anymore–on TV shows, as well as in ads. Advertisers clinging to these old male archetypes are traveling down the wrong path when marketing to men, especially when the men happen to be dads.  So clearly the role of the modern man is shifting, as is his perception of himself. But have most marketers changed their tactics? I believe we are still in the early days of seeing updated portrayals start to emerge. In our survey, about 30 percent of respondents said they are less likely to see portrayals in the media (most notably on TV) of good guys trying to do the right thing.”

The article does a good job highlighting brands that are handling the shift well (i.e. Old Spice) and brands that are not (i.e. Huggies).  It’s about time that consumer marketing has begun to recognize this fact because it’s been shifting this way for years now.  The quicker that brands get on board, the better.  I wonder how it is that so many brands still remain out-of-touch, thinking that people are still in the same spot as they were 20 years ago.  My question is: who are they hiring?  Aren’t there any young people stepping into the marketing team on these big brands?  Are their voices being heard at all?

Also, who is running their social media?  If anyone is actually listening to the conversations (and not just sending status updates about promotions and sales), then it would be a little more obvious how their target market thinks.

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