Warc Briefing: Men

Definition: Marketing principally aimed at men, typically aged 18-34.

Quick facts

  • There are 101 men for every 100 women on the planeti.
  • Men live an average of 4 years less than women (life expectancy of 65.6 versus 69.7)ii.
  • The value of male-specific grooming products has increased from $19.7bn in 2009 to $28bn in 2014iii.

History and future outlook

The story of marketing in the second half of the twentieth century is the story of men trying to talk to women.

Marketing departments and ad agencies were staffed by men but the leading advertisers – Food & FMCG – were targeting women. Mass media, particularly 'soap operas', delivered the means to engage women. Understanding how to talk to women was the challenge that spurred David Ogilvy's famous dictum "The consumer is not a moron; she is your wife."