As evident in the death of the lads’ mag with the closure of Zoo and FHM, men are changing the way they are consuming media. Fundamentally, the attitudes each generation has towards gender are evolving and it will be essential for brands to acknowledge and incorporate these transforming gender perceptions into their marketing and advertising campaigns. So where do you start?
Understand your audience
It is important to understand your target consumers’ “need state” and then mold your creative communications to resonate with the audience. Creating and using typologies to understand the customer is far more effective than the traditional pen profile with two tick boxes for gender.
These are informed by bringing together need states, attitudes, behaviour and sales data to build a 360° customer profile. There isn’t a blanket customer but there’s no reason that different consumers, from white van drivers to CEOs can’t share attitudes and aspirations for certain brands, and it is from these shared ideas that strategies can be built.
Acknowledge that your consumers are multi-faceted
The one-dimensional image of a man as a sportsman, a hapless dad or a geek is slowly becoming as outdated as the typecast housewife. Once you’ve understood your customer-base, you’ll be able to identify and appeal to the breadth of roles men play; Lynx has successfully celebrated consumers’ individuality with its “Find the magic” campaign.
Throw out the rule book
We have already seen certain brands embracing Gen Z’s less restricted ideas on gender with Jaden Smith, son of Will Smith modeling women’s wear for Louis Vuitton and others need to follow to keep up. In order to reach out to this new generation, re-evaluate how you represent this demographic in advertising and communications, eschewing “traditional” male stereotypes. Consumers respond particularly well to breaking these stereotypes through self-deprecation and poking fun at “blokey” behaviour through language and images as found on tongue-in-cheek website LADbible.
Front your campaigns with realistic role models
Female brands are already reacting to the desire to discard female stereotypes with organisations such as Always with its “Like a Girl” campaign as well as Dove, Sport England and Barbie leading the way. Where previously aspirational figures and beautiful models have fronted communications, these brands have included “real” women in their campaigns. These women are closer in lifestyle and image to the target demographic and it is this authenticity which appeals to the younger market. For celebrity endorsement, Gen Z prefers personalities that show their real lives such as vloggers and reality stars.
Choose appropriate channels
Don’t ignore the rise in online as influential channels for Gen Z, with 84% using Facebook, 75% using YouTube and 55% on Twitter[1]. These channels are just as valuable as traditional media and by developing versatile content that can easily translate across different channels; you can reach consumers on a relatively small budget. In store, men are still more functional than women and tend not to browse; therefore convenience when shopping is a must. This means that the promotion, packaging and call to action need to be clear to avoid unnecessary time scouring shelves.
Brands that grasp and react to this attitudinal shift will benefit from more targeted communications and ultimately, a more engaged, valuable consumer.
[1] Research conducted on behalf of CreativeRace Insight, February 2016, which polled 1,000 UK adults.
CreativeRace is an independent integrated communications agency based in Leeds and London. Formally known as Gratterpalm, its client portfolio includes Asda, Greggs, Symingtons, Halfords, dfs and Virgin Active.
by Joey Whincup and Danielle Jackson at CreativeRace Insight
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