Urban workingmen of today have a new image. They enjoy the simple things in life. They believe in work/play/life balance. Health is important to them. They’ve heeded the maxim ‘that all work and no play makes Jack a dull boy…’
So says Asher Vorster, senior Insights strategist of media agency Carat SA’s Insights Unit, which spearheads the Consumer Connection Survey (CCS) research in South Africa.
“The study has shown clearly that these men are leaders, not followers, enjoy the so-called simple things in life, enjoy giving back, and are extroverted and social,” says Vorster.
He believes, based on the findings of the CCS as they relate to the LSM 8-10 male, the implications for communicating with them is that three main principles should be addressed: the fact that the typical guy is a leader, not a follower, that he enjoys the “simple” things in life and endeavours to ‘give back’ to society, and that he is usually extroverted and social.
This signals a change from work-focused earlier generations whose family lives often took a backseat to career commitments.
In addition, in a move away from the ‘player’ and ‘metro sexual’ archetypes of previous decades, the millennial man is someone who works hard and plays hard with a focus on outdoor – mostly healthy – activities.
“Marketers should address the ‘Triple F-Factor’, the issue of friends, fans and followers. Provide this man with new and exclusive content with him preferably at the front of the queue of recipients, and enable him to easily pass this novel information on to his social group,” says Vorster.
“Furthermore, it is all about curatorship. Your brand should have a history and tell a story. The brand should have qualities on heritage, where it comes from, and how it contributes to a positive society and environment.
“Finally, it is vital for marketers to understand and be alert to key social moments across the week, whether virtual or real. Capitalise on current talking points, whether they be the latest internet meme or current affairs development. Find the right ‘moments to talk’, and the right people whose opinions are valued to reach your guy.”
A CCS snapshot of the millennial man reveals the following about him:
Demographic: Urban LSM 8-10, average age 32 years
Attitude: Happy-go-lucky about life
Lifestyle: Craves the perfect balance in life. Fulfilling work, a healthy body and mind, quality time for relationships and personal time-out periods
Needs and motivations: Making time to enjoy life and the joys it provides
Connection moments: Strengthening the bonds between them, their families and friends
Consumption behaviour: Chilling with a beer on a Saturday afternoon, or with a good glass of wine with dinner at a restaurant
The 2011 CCS study sample consisted of 3 000 nationally representative adults in the LSM 4-10 category. Key findings for men in the LSM 8-10 category held that:
- 67% are aged 18-44
- 50% are single, 36% are married
- 66% are the main household decision maker
- Their lives are busy and they frequent a variety of social and leisure places: 41% go to sporting events at stadiums monthly, 25% go to pubs/taverns on a weekly basis, 21% visit coffee shops/restaurants weekly, 42% go to cinemas monthly, 25% attend theatre or live shows every month
- Time out is important to them – 20% go on holiday or take weekend breaks every month
- 74% feel that they have the right balance between work, family and personal time
- 69% spend their weekends socialising with family and friends