An opinion piece on AdAge.com by Abigail Posner, senior VP-strategy director at Publicis, maintains that consumer packaged goods companies are missing an opportunity by not directing more messages to men.
Today, according to Ms. Posner, men are playing a larger role in caring for their children and homes. While they are not the primary shopper or influencer in most households, males' increasing involvement offers an opportunity for marketers to expand their audience for products developed for families.
Marketers have demonstrated that they can expand a product's audience by speaking to numerous consumers within the family group. Ms. Posner pointed to the success of Nintendo's Wii gaming system that changed from the traditional approach of targeting gamers and teens to reach out to families.
Ms. Posner said media and marketing messages can affect cultural change.
"There's no reason we can't appeal to an otherwise unattainable consumer group and maybe, just maybe, affect that group not just as consumers but as people," wrote Ms. Posner. "Marketing to men and portraying them as caretakers of and shoppers for the family can attract additional consumers to a brand while encouraging men to become greater participants in the maintenance of their families and homes. And the more men are accepted and accept themselves in that role, the more they'll be interested in brands that solve the needs or enhance the enjoyment of home and family care."
Discussion Questions: Are CPG marketers missing an opportunity to build business by speaking to men who are household caretakers? Can marketers affect changes in behavior as suggested in Abigail Posner's AdAge.com article?