Read a great article in the recent Brandweek on something I’ve believed for years - mainly because I do most of the grocery shopping at my house. Men shop (and buy) much more than many retail categories give them credit for. From department to grocery, most plan their marketing in a way that all but ignores the male demographic.
Off my soap box and on to the Brandweek article.
Role Reversal: Mr. Mom Goes Shopping
July 1, 2009
The past two decades has seen a role reversal of sorts taking place: the traditional roles of men and women are being redefined to better reflect today’s social norms. Today’s American households are looking less like Donna Reed — the paradigm for the ideal 1950s family — and more like Mr. Mom.
Shifting norms
Since 1985 there has been a dramatic shift in the composition of male principal shoppers in the U.S. Several factors are contributing to this trend. First, the traditional family unit has multiple variations today. From two working parents to single-parent homes, a younger generation is being exposed to new norms. Second, Americans are waiting longer to get married. According to the U.S. Census Bureau, in 2008, the median age at first marriage was 27.4 for men and 25.6 for women vs. 25.9 for men and 23.6 for women in 1988. Lastly, Americans are living longer and as baby boomers retire, the men of that generation are shopping more than their fathers or grandfathers ever did.
Today, almost one-third of men are now the principal shoppers in the household. With more men in store aisles, marketers need to better understand how to reach this growing segment of shoppers.
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