CPG Marketers Need to Pay More Attention to Men
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.
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.
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
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
"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."
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?