Ken Featherstone of OgilvyAction Global (@ogilvyaction) says times have changed and brand managers should no longer consider men to be a marketing afterthought:
A recent Yahoo! study finds that about six in 10 fathers consider themselves to be the primary household decision-maker in packaged goods, health, pet and clothing purchases. It doesn’t stop at the household trip: Men are spending more time on their own personal needs. Eighty-four percent of men said they purchased their own clothes (up from 65% in 2001), as reported by BusinessWeek.
Nearly one in three principal household shoppers are men, up from 14% two decades ago, according to Neilsen. Statistics from Black Friday, Back-to-School, and Winter Holidays consistently show men spending more than women on big-ticket items.
How should this influence book cover design and in-store merchandising kits?