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