Acumen Insights

The Acumen Report: Brand New Man

By February 24, 2014 12 Comments

A new breed of male consumer is emerging according to Defy Media’s 2nd annual Acumen Report: Brand New Man. More than 2,000 men ages 18-49 voiced opinions on how they research new brands and make purchasing decisions for groceries and household supplies. The study reveals an empowered male consumer who is making thoughtful decisions when it comes to the brands he brings home.

Defy’s prior research found men are undeterred by gender stereotypes with 68 percent willing to sacrifice career advancement for more time with family and 91 percent expressing that part of being a man is taking care of family and those around you. “Men have earned their place as decision makers in the household. In this year’s report, we uncovered the process that men embark on to discover, connect with, and purchase new brands and products,” said Andy Tu, EVP of Marketing for Defy Media. “We found that men are not only purchasing in greater numbers, but in many cases they are the ones actually making the brand decisions.”

To learn more, download The Acumen Report: Brand New Man.

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