Market Segmentation - Males Maturing Later

What does it mean to be a good man?

Guyland: The Perilous World Where Boys Become Men (2008) by Dr Michael Kimmel is an excellent analysis of how masculinity is changing.

The book covers the culture for young men transitioning from adolescence to adulthood.

The three takeaways.

1. The most important role models for boys in order of importance are their Dad, Coach, Friend and Older Brother.

2. There is often conflict between the inner authenticity of a boys masculinity and the performance of being a man.

3. What predicts a boy's resilience? A charismatic adult who treats him like an interesting person, a good male friend they can rely on and good female friends.

What does this mean for marketing? Well, it has opened up a whole new market segment for advertisers.

Need a marketing speaker? Consider Thomas Murrell MBA CSP.

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