Today's guest post is by Peppercommer Jason Green.
Yet, some people, sorry RepMan, are still searching for the reason why companies depict men as one-dimensional, thoughtless goofs. In my humble opinion, IMHO for the millennial readers, brands are not given much of a choice. At Peppercomm, we espouse the gospel of listening, engaging and repeating. From my experience, with men of all ages, that is exactly what brands are currently doing.
When it comes to planning well-rounded family vacations, ensuring that the house/apartment is germ free and spotless, feeding the family and/or pets nutritious food, etc., women have the market cornered and it would be a waste of resources for PR professionals and marketers to attempt to connect with men on these issues. A recent Village Voice piece shines an extremely bright light on the subject (thanks, Laura Bedrossian). The message is clear: men want MEN’s products and don’t want to concern themselves with much else.
What’s more, men don’t seem to care or think it is necessary to stick up for our gender. This is one of the main reasons I think that the “Gay Men Will Marry Your Girlfriends” video spread like wildfire. I’d like to present exhibit A: the straight man’s response to the video. In short, it says, “we know we’re idiots, and we don’t care at all.” It is satire, but as the old saying goes, there is a little truth to every joke.
BuzzFeed recently reported on the “man’s version of Pinterest,” called Manteresting. At least before the existence of Manteresting, there wasn’t an online destination for men to “nail” and “bump” their desires. This was the final straw for me and I hope it was for others. While women are out having a thoughtful debate about what is means to “Lean In” and if that is possible for every woman, men are racing back to the Stone Age.
This isn’t to say that there aren’t thoughtful, organized, less-hedonistic men out there, but I think it is clear at this point that we are not the majority. Based on the chasm between products marketed to women and men, I’d say our industry is onto something. Their message is resonating and it looks like they are planning to repeat it. I can’t blame them.
The days of just bringing home the bacon and being detached from household decisions and responsibilities is long gone, in case you needed to hear it again. It is up to us now. We need to “dig in” and change the way men are perceived. Otherwise, I fully expect to see whiskey flavored Greek yogurt on the shelves to satisfy a man’s desire to further comingle breakfast and drinking.