Consumption Habits of Modern Man Research
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When thinking about the depiction of families on the small screen, we have come a long way from the Cleavers in the 50’s (Leave it to Beaver) to the present day Pritchett-Dunphy clan (Modern Family). Through these on-screen relationships, we get a glimpse of men’s evolving roles within not only the home, but in society. Just as media reflects this transformation of men from a stringently defined role to one that is more pliable, marketers alike have taken note and many have begun shifting communication strategies to speak to the modern man. Through these on-screen relationships, we get a glimpse of men’s evolving roles within not only the home, but in society. Just as media reflects this transformation of men from a stringently defined role to one that is more pliable, marketers alike have taken note and many have begun shifting communication strategies to speak to the modern man.
Annalect conducted primary research amongst consumers to explore the changing role of men in American society. This study aims to understand the modern man from a gender and generational perspective. Specifically, the research addresses the following questions:
- What are consumers’ perceptions of men’s roles within today’s society?
- What are men’s roles in the household?
- How involved are men in the purchase decision-making process across categories?
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