Emerging from

the Man Cave

Targeting Today’s new
male consumer

EXECUTIVE SUMMARY
Testosterone-fueled ad campaigns have been hitting every major media outlet over the past
several months. With promotions ranging from Old Spice and Dockers to the Iron Chef, it
appears as though the male consumer is encroaching on the turf long held by the fairer sex as
marketers’ favorite target.

In light of the global economic
tumult experienced over the past
two years, it was inevitable that
many changes would arise along
the path to recovery. We are
now faced with a new frugality
amongst consumers, as savings
rates are trending upward
and consumer confidence is
drifting lower. Such trends, while
obviously impactful of the overall
economy, place added pressure
on marketers to respond in kind.
2
Emerging from the man cave: targeting today’s new male consumer
But why men? How is gender relevant to a shifting economy?
When put into a historical perspective, this group’s
emergence appears to have been just as inevitable as
spending patterns within business cycles. The goal of this
paper is to apply this perspective to a shifting trend and
provide insight into what opportunities it might present to
the marketing community. In the darkest economic times,
the most adaptive are those who survive, and such adaptability
comes to those most aware of their changing world.
Changing Roles
Since the end of 2007, 8.4 million American jobs have
been lost. Of those jobs, over 75% had belonged to
men. Meanwhile, 3 women to every 2 men are earning a
bachelor’s degree and in 2010, for the first time in U.S.
history, there are more women in the work force than
there are men. The trend is clear, but its implications can
be easily misconstrued. While the domestication of the
American male is often associated with emasculation, it
contrarily seems that many men are taking advantage of
the new sociosexual hierarchies to take control of their lives
in ways they hadn’t in the past. Instead of focusing on how
they will earn money, men are growing more concerned with
how to spend it.
When it comes to household goods (kitchen, bath, beauty,
etc.), marketers tend to largely ignore the male target.
Stroll the aisle of your local grocery store, and you’ll find
brand names that speak solely to women and copy telling
you that products are “mother approved.” And while
women still comprise the vast majority of sales in this
category, the margins are growing progressively thinner.
A 2008 survey found that among men living alone or in a
couple (both opposite and same-sex), 76% claimed to be
primarily or at least partly responsible for buying groceries
and 63% claimed the same responsibility for purchasing
both cleaning and laundry products.1 With a greater gender
balance than ever in consumer spending, perhaps it is time
for marketers to update perceptions of their customers
across brand portfolios.
The rise and fall of the metrosexual
In 2002, a remarkable fad rose to prominence. Identifying
with well-coifed celebrities such as David Beckham and
Ryan Seacrest, men started caring about the way they
looked. Actually, they started caring quite a lot. Face peels,
exfoliates, and other manscaping products surfaced as
beauty and hygiene became an acceptable and enjoyable
practice for both sexes. However, the term “metrosexual”
that was associated with this movement related to
A possible lesson from this success is that men might
not need their shampoo to be manly so much as they
prefer it not be girly. And perhaps by playing to the
middle, brands can cast a net toward men without
alienating their legacy female customers.
something less than macho. It took a “queer eye” in order
for the straight guy to look good: a tough pill to swallow for
the typical NASCAR enthusiast and college frat boy. At the
time, it seemed as though there might be a limit to how
much grooming men were willing to accept en masse.

And yet the grooming trend never disappeared. It merely

evolved to accommodate the sensibilities of the average
man. This “average Joe” is difficult to define, as he must
encompass attitudes, perceptions, and tastes across
numerous groups. Categories ranging from socio-economic
background to sexual preference all factor into individual
identities, and therefore the “average” male can be best
recognized by broader commonalities. The group as a
whole cannot be defined as a set of high-maintenance
manscapers, just as it cannot be defined as a bunch
of beer-swilling jocks. While it seems men want to feel
better about the way they look and smell, they also want
to maintain an overall sense of masculinity. A recent
Brandweek article tried to define this representative of the
greater male class as someone between Neanderthal and
metrosexual. It describes him as “…a man who equates
good grooming…with success and confidence. Being men,
though, many want their products to have demonstrable
utility – often through multiple uses.”2
Buoyed by strong growth in the body wash and shower gels
categories and by the highly motivated/easily influenced
target group of younger men, the men’s grooming industry
rose to $4.8 Billion in revenue in 2009. Although the growth
rate has taken a dip since the outset of the recession,
male consumption of beauty products has continued on
an upward trend. Appealing to the typical attributes of the
male stereotype, brands such as Unilever’s Axe and Procter
& Gamble’s Old Spice have taken the lead in this category.
3
They employ aroma experts to concoct scents distinguishing
their products from their more feminine counterparts. They
offer products allowing customers to shampoo, condition,
wash, and shave in one session. They use bold, solid colors
in their packaging. But their most distinct formula for
success has been the use of humor and sex appeal in their
marketing campaigns. By playing on men’s insecurities and
desire for status and reward, these companies have seen
steady success. The messages these campaigns promote
(macho men use this product; spray this on – get the girls)
reinforce man’s most basic desires and goals.
In spite of P&G’s and Unilever’s success, there are lessons
to be gleaned from marketers that have taken a less
extreme approach to a polarized market. Although male-
oriented products make up less than 10% of all sales,
clever marketing tactics have helped capture some of the
remaining 40% of the population consisting of men by
playing the middle of the field. The continued success of the
Head & Shoulders brand is a case in point: a consistently
gender-neutral product that has sustained upward sales
growth. While the brand has reached out more directly to
men recently by employing Troy Polamalu of the Pittsburgh

Emerging from the man cave: targeting today’s new male consumer
 Steelers as a spokesperson and by extending its line with
a men’s solution, Head & Shoulders hasn’t strayed from
its core design and focus as a solution for both him and
her. In 2009, while overall hair care sales declined by 4%,
Head and Shoulders saw an increase by 7%. A possible
lesson from this success is that men might not need their
shampoo to be manly so much as they prefer it not be girly.
And perhaps by playing to the middle, brands can cast a net
toward men without alienating their legacy female customers.
The Gastrosexual
The traditional expectation when a man says he’s cooking
dinner usually involves an outdoor grill and slabs of
meat cooked over an open flame. Generally, their female
counterparts will handle any preparation of said meat, as
well as any side dishes. While this expectation might seem
odd considering that men dominate the restaurant industry,
it has long been a relatively realistic impression of American
household roles. And yet, as with the grooming market, a
change is again underway.
In a study commissioned by PurAsia, the Future Foundation
coined the term, “gastrosexual” to describe a classification
of “masculine, upwardly mobile men aged 25-44, who are
passionate about cooking and the rewards that it might
bring.” The report makes an interesting distinction about this
new male attitude toward cooking. It is a passion for these
men, a form of self-actualization. Whereas fewer than 40% of
women admit to actually enjoy cooking, 52% of men regard it
as a hobby and approach culinary projects with élan.3
The Food Network, a lifestyle cable television network
owned and operated by E.W. Scripps, carries a variety
of programming centered on the topics of cooking and
entertaining. Its core audience has long been upscale
women aged 25-44, and yet the network has progressively
broadened its offering over the past several years into
reality-style competition shows such as the Iron Chef,
Dinner: Impossible, and Chopped. This niche channel has
transformed itself to capture a growing share of the beloved
18-34 set.
The more modern impression relates that it is not only
okay for men to cook, but it is actually pretty macho.
4
Emerging from the man cave: targeting today’s new male consumer
In a profile by Businessweek in 2007, the Network was
described as the next MTV for its ability to capture the
attention of a younger audience, driven by sultry hosts like
Giada De Laurentiis and a national awareness of obesity
and dietary needs. Apparently, with the new crop of younger
audiences, the network has also been able to attract the
attention of young men. The article describes a 21-year-old
male college student who records DeLaurentiis’ show so it
won’t interfere with his class schedule. “It’s not the cooking
appeal,” he says, “so much as it’s her appeal.”4
While cooking has long been cast as somewhat unmanly,
men are increasingly adopting it for its non-culinary
benefits. The key motivators for the gastrosexual, as
described in the PurAsia study are: cooking for passion,
cooking for praise, and cooking to impress potential
partners. This observation exposes both the strengths
and frailties of the male archetype. While men tend to
find immense joy in the creativity and expression of artful
cooking, they are just as influenced by their own insecurities
and desire for reward. Among 18 to 34 year old men, 23%
admitted to cooking in order to impress or potentially seduce
a partner as opposed to just 11% of women in the same
age range. This alpha male of the kitchen persona is further
reinforced by the strong male personalities promoted on the
Food Network, the Cooking Channel, and the Travel Channel.
The more modern impression relates that it is not only okay
for men to cook, but it is actually pretty macho.
Poggenpohl, a premium kitchen manufacturer, recently
teamed with Porsche Design to create the P’7340, a kitchen
designed specifically for men. Its sparse design and use
of dark materials places the emphasis of the space less
on decoration, and more on fundamentals and function.
This aesthetic aligns itself well with typical male interests,
highlighting utility, function, and stripping the space
of useless ornamentation. These principles are common
throughout the most coveted icons of male fascination.
Sports cars, electronics, and power tools are all common
areas of fascination amongst men, and they are frequently
 designed with these principles in mind. Function most often
comes first, for it’s not how many buttons and lights a
product might have, but how many features it supports.
HONEY, I’M HOME
This year, Omaha, Nebraska will be hosting the 15th annual
At-Home Dad’s Convention, a gathering of men from across
the United States and Canada who have opted to be the
primary caregivers for their children. The event started in
1995 as part of a study by Oakton Community College in
the Chicago area into this unique family arrangement. After
10 years, the college ended its program and a group of
attendees stepped up to keep the convention running.
The continuation of this event was just as much about the
needs of the individual attendees as it was about servicing
a growing population. In reflection, one father was quoted
as saying, “After six years of relatives, friends, neighbors
and strangers constantly questioning my decision and
doubting my ability to be the primary caregiver, news of the
At-Home Dads Convention was welcoming. Each year I have
arrived home from the convention reenergized with a greater
sense of confidence, pride and purpose in fulfilling my
commitment as an at-home dad for my family.”5 However
marginalized this group may have been in the past, they
have managed to form a growing support network and by
5
Emerging from the man cave: targeting today’s new male consumer
extension, the sites, publications, and tools necessary to
facilitate their lifestyles.
Manofthehouse.com is a blog dedicated to all things related
to being a father. This online destination for dads shares
information about topics such as home care, cooking,
finances, parenting, and relationships. If the existence of
such a site weren’t proof enough of a greater male presence
in the home, the results of a recent survey conducted by
the site are. From a sample of more than 1,000 fathers, the
survey found that 73% reported a sense of fulfillment from
taking care of their children; 91% agreed that when they
equally divide household responsibilities with their spouses,
they tend to get along better. In the same study, only 51%
of fathers said that having a successful career gave them
the same sense of personal fulfillment as their familial
responsibilities.6
And yet, even with so many men taking a vested interest in
the activity within their homes, the space often bears no
reflection of them as people. Quite often men are assigned
a specific area in their home that they can call their own,
while the rest belongs to their female counterparts. These
spaces generally reflect the utilitarian desires of men:
garages, patios or home offices. But some men take it a
step farther and carve out a shrine to their own masculinity
affectionately called the “man cave.” These lairs of
testosterone generally have the typical cliché trappings
such as large-screen televisions, pool tables, wet bars,
antler chandeliers, and the occasional portrait of dogs
playing poker. The very thought of this space is a screaming
siren of repression, and yet with such a polarized aesthetic
it’s no wonder women prefer that it remain contained.
But perhaps there is a middle ground that could end the
need for a man cave once and for all and allow the man
entrance into the rest of the house. As with the boom in
the male grooming market and the normalization of men in
the kitchen, there could also be room for male perspectives
in home décor. In fact, it makes sense that home interiors
reflect and support the people that inhabit them.
Women are still the primary shoppers in American
households, regardless of the quantity of time actually
spent at home. And while the gap in spending has
narrowed, we don’t see it evaporating overnight. However, it
has become apparent that the average American man has
grown more sophisticated and more interested in the inner-
workings of their homes than ever. They change diapers and
do the dishes. They prepare meals and vacuum the rug. They
are a greater presence in the household goods marketplace
But perhaps there is a middle ground that could end
the need for a man cave once and for all and allow the
man entrance into the rest of the house.
than ever, and therefore deserve the attention of the
business community. However, this doesn’t mean everything
needs to be t-bones and lug nuts. To sway from one pole to
the other would simply ignore the complexity of the market
and shift from alienating one target for the sake of another.
A more sensible approach would be to take the genders out
of the equation altogether by defining the attitudes and
sensibilities they hold in common. The new American home
is one of co-habitation, and there is an aesthetic that can
appeal to both sexes.
implications for the marketer
As brand managers and marketers, the responsibility falls
on you to tread this gender line and define your targeting
approach. As a part of this process, you should ask yourself
several questions from the outset in order to determine
a thoughtful and appropriate course of action. Your
products may be varied, and each will have its own criteria
when benchmarking against your competitors and the
marketplace. However, through a few simple questions you
will be able to frame your decisions in a perspective most
relevant to your circumstances.
do you understand who the new male consumer is?
While we have provided some context to the environment
from which this emerging market segment has been born,
the complexities of human character go well beyond the
boundaries of this paper. There is a bevy of websites,
studies, and secondary research already available to help
familiarize you with this group. However, a directed primary
study of your own is the best way to learn first-hand what
evolved gender roles mean to your brand and what core
consumer insight is a significant jumping-off point.
DO YOU UNDERSTAND HOW THE “MAN OF THE HOUSE”
INTERACTS WITH YOUR PRODUCTS?
The answer to this question is undoubtedly going to differ
just as much from SKU to SKU as it will from brand to brand.
6
Emerging from the man cave: targeting today’s new male consumer
A man might feel more strongly about the way his shampoo
smells versus what color his toaster is. However, it is crucial
to understand what this man values about both of these
products. The man of the house is clearly not what he used
to be, and as his level of interaction grows in the kitchen,
the bathroom, and all places domestic, his perception of the
products that fill these spaces will change. In order to best
capitalize on your market as a whole, we recommend a strong
understanding of these perceptions in order to appropriately
align your messaging. Traditional gender roles are blurring,
and as the home increasingly becomes a shared space,
product solutions are blurring as well.
are men “closet users” of your products?
Long before the metrosexual drove the men’s grooming
industry into exponential growth, men still took showers with
soap. However, quite often they resorted to using shampoo
and body washes packaged and scented for women.
These reluctant users often bashfully hid their purchases
from fellow shoppers at the checkout aisle, and tucked
them away in the cabinets of their own homes to avoid
the ridicule of their friends. While this phenomenon has
dissipated in the grooming market, it is still ever present in
less evolved categories such as baby products and cleaning
supplies. As a brand manager, one of your chief concerns
should be how your customers value and relate to your
products. If your product proposition elicits insecurity and
shame, then perhaps it is time to revisit your strategy.
SHOULD YOU REPOSITION IN ORDER T0 ATTRACT THE
NEW MALE; INVEST IN NEW PRODUCTS, EXTENSIONS, OR
DIRECTED MARKETING TO ATTRACT HIM; OR IGNORE HIM
ALTOGETHER?
This is the question that cuts to the heart of the issue:
what do you do about it? If you have determined that an
opportunity exists for your brand, ignorance should not
be an option. So how do you proceed without degrading
your carefully built equity? Last year, Dove veered from its
 endnotes:
1. Newman, A. (2008, August 11). comfort zone as the leading provider of women’s toiletry
The Man of The House. Retrieved
July 17, 2010 from Adweek.com: products with the creation of the Dove Men+Care brand.
http://www.adweek.com/aw/ This new line of products places an emphasis on utility,
content_display/special-reports/ technology, and identifying with masculinity through a
other-reports/e3i1e343e9ca0d
6f68bc57f2f143dd33c29?pn=8
new color palate and athletic endorsements. Although this
&&imw=Y strategy is inconsistent with Dove’s long held identity, it
2.Wong, E. (2009, May 16). P&G, has provided entrée to new revenue streams and increased
Dial, Unilever Target the Middle
relevance in the overall grooming industry. However, the
Man. Retrieved July 16, 2010 from
Brandweek.com subtle shift of the Head & Shoulders brand, as previously
3. Future Foundation. (2008). The described, has provided strong results as well. Although
Emergence of the Gastrosexual. new products and campaigns have been introduced,
Commissioned for PurAsia. Future
Foundation. they enhance and support the existing brand meaning as
4. Businessweek. (2007, January opposed to redefining it altogether. Whether one approach
3). The Food Network: The New is better than the other is debatable, but together they
MTV? Retrieved July 17 2010 from
msn.com:
illustrate the range of options available.
http://articles.moneycentral.
msn.com/Investing/Extra/ The question of how to engage is the
IsFoodNetworkTheNewMTV.aspx
5. Daddyshome, Inc. (2009).
most crucial decision you will make in
Convention Quotes. Retrieved
August 9, 2010, from
accounting for these new customers.
athomedadconvention.com:
Your steps should be calculated yet
http://athomedadconvention.com/
convention_quotes.php unafraid. Men are growing more accepted
6. PRnewswire. (2010, June 17).
New Manofthehouse.com Study
in their new roles, and as a marketer your
Explores Changing Roles of Dads
in the Family. Retrieved June 21,
acceptance might be what defines your
2010 from PGInvestor.com:
brand in this new household. However,
http://www.pginvestor.com/
phoenix.zhtml?c=104574&p=irol- failure to recognize this opportunity might
newsArticle&ID=1439336
be what causes you to be left behind.

Emerging from the man cave: targeting today’s new male consumer

By Kathy Oneto, Vice President, Brand Strategy;
Michael Bertolina, Contributing Writer and Researcher
Emerging from the man cave: targeting today’s new male consumer
Anthem Worldwide, a Schawk Strategic Design Company,
is an integrated global network that provides innovative
solutions to articulate, unify and manage brand impact.
Anthem creates compelling brand experiences by aligning
its strategic, creative and executional talent worldwide with
the business needs of companies seeking a competitive
advantage. Anthem offers a full range of branding and
design services.
For more information on Anthem, please visit
http://www.anthemww.com.
© 2010 Schawk, Inc. All Rights Reserved. No part of
this work may be reproduced in any form without written
permission from the copyright holder. Schawk is a registered
trademark of Schawk, Inc. The Anthem logo is a trademark
of Schawk, Inc. All other trademarks are the property of their
respective owners.