Month: October 2010

Are these toolsheds really influencing men’s comsumption patterns?

I came across a statistic stating that 80% of household purchasing decisions were made by women. I am inclined to believe that either this statistic is dated or that trends are changing as we speak. Now more than ever marketing is targeting men and getting us involved in purchasing decisions. A growing trend and recent phenomenon is metrosexuality. Men are now becoming more self indulgent and investing in self grooming products that maybe a decade ago would not have existed. Who would have known 20 or 30 years ago that the Axe product line would have been such a success in the present market. A brand offering grooming products exclusively for men ranging from hair products to bodywashes. So the question is what came first metrosexuality or did marketing prompt such behaviour? Maybe its social trends such as the hit reality show Jersey Shore whose male subjects take pride in taking longer than 25 mintues to style their hair before they go out. Who knows? As was the case with my last post regarding “age compression” purchasing power is no longer concentrated in one demographic. Men along with children are rising stars in the marketing world.

Keeping it market savvy,

Shai

A term i recently came across and that struck my interest is “age compression.” It refers to adolescent and younger kids who try to act older then they are by emulating pop stars and other idols. Advertisers have tapped into this market by appealing products normally intended for older demographics towards the younger crowd. Nowadays kids are using makeup, hair products, fragrances, computers and cellphones at a lot younger age. I remember getting my first cell phone in gr 11 (I still own the same one today). Now I look to my sister who just recently aquired her first mobile going into gr. 8, and she was the last of her friends to get one! This really says something for marketers. Industries are now realizing that purchasing power is not just in the hands of parents, but kids have tremendous influence in such matters. The money may not be in their pockets but that sure doesn’t stop them from getting what they want.

Keeping it market savvy,

Shai