Marketing to Men - UK - February 2020
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Changes in the age profile of the UK male population, as well as shifts in living and working patterns among men, are creating challenges and opportunities for marketers. The greying of the male population means it is essential for brands to ensure older men are included and appropriately portrayed in marketing campaigns.
Whether they are conscious of it or not, most men have not made healthy living a priority. For one reason or another many are failing to be consistent when it comes to their diet and fitness, with the result being that some 27% of males aged 15 and over can be categorised as obese. However, men’s strong interest in sports suggests there are opportunities for brands to partner with sports teams and athletes to create high-profile campaigns promoting healthy lifestyles.
“Marketers are often tempted to use aspirational themes in advertising to grab attention and create excitement about brands, however, because this approach can often be so out of sync with men’s actual lives, its impact may not always be very long lasting. A more nuanced approach, which considers how men truly see themselves and the world, has a better chance of being relevant, and thus more effective and memorable.”
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