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The U.S. Men’s Market, a new report from Packaged Facts, focuses on an increasingly elusive marketing target—the adult male consumer. The report starts with a demographic overview of the men’s population, including employment and income patterns. It then provides an in-depth look at important social and economic trends affecting the men’s market, such as the postponement of marriage and the continuing evolution in the roles of men in their relationships with women and in the raising of children. The next section of the report begins a comprehensive analysis of the consumer behavior of men, including gender differences in shopping and buying and the impact of age on the consumer behavior of men. The report then provides detailed coverage of the complex segmentation within the U.S. men’s market. One chapter assesses the impact of cultural and geographic factors on the consumer behavior of men. Another chapter reviews the consumer behavior of single men, with a particular emphasis on the sought-after younger male consumer. A separate chapter is devoted to the consumer behavior of married men and focuses on the role of fathers in the family. An analysis of marketing and advertising trends and media usage in the men’s market is provided. The final section of the report includes a projection of the buying power of male consumers and an assessment of strategic trends and opportunities in the men’s market.

Radical changes in the role of women in society over the past four decades inevitably have caused corresponding changes in the position of men in the workplace, their relationships with women, and their involvement in family life. The blurring of strict gender differences in roles and relationships has a significant impact on consumer behavior in 21st century America. For example, as more and more married men take on child-rearing and household chores traditionally reserved for women, assumptions about the participation of men in family purchasing decisions need to be revisited. As younger single men become less concerned about modeling themselves after traditional male stereotypes, marketing strategies need to be adjusted.

Report Methodology
The information in The U.S. Men’s Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in ethnic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 20 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Identify the ways men differ from women in the way they shop and buy. Find out whether the political and cultural gap between “Red” and “Blue” parts of the United States matters in marketing to men. Discover how marketers are attempting to capture the attention of increasingly hard-to-reach younger men. Learn about how men fit into consumer decisions made within the American family.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in reaching the elusive adult male consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about men not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. adult male population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for men.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the adult male consumer.
• Advertising agencies to develop messages and images that compel men to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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