For Subscribers

It's Raining Men

In advertising, a good man is sometimes hard to find. So avoiding the stereotype trap can pay off with a barrage of male customers.

learn more about Kim T. Gordon

By Kim T. Gordon

Opinions expressed by Entrepreneur contributors are their own.

If you were to describe the typical American male based solely on the images portrayed in marketing media, you'd say he was a buffoon who knew nothing about what to buy or how to shop, and even less about running his home or taking care of his children. In short, male consumers are more likely to be insulted by their depiction in marketing media than to be motivated by it. According to a study by Leo Burnett Worldwide Inc., nearly 80 percent of American men say they can barely recognize themselves in advertisements.

Most advertising is out of step with men's reality. With a large percentage of women working, men in their 20s and 30s who are parents are spending considerably more time with their children than their fathers did, plus doing at least some of the family's grocery shopping and making more household purchasing decisions. And millions of baby boomer males also shop more than their fathers and grandfathers did.

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.

Business Solutions

Learn to Build a ChatGPT Bot for Only $30

If you want to see what AI can do for your business, grab this course bundle today.

Thought Leaders

The Collapse of Credit Suisse: A Cautionary Tale of Resistance to Hybrid Work

This cautionary tale serves as a reminder for business leaders to adapt to the changing world of work and prioritize their workforce's needs and preferences.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Health & Wellness

5 Essential Steps to Expand Your Vision and Start Living Your Dream Life

It's time to break free from your comfort zone and expand your vision. When you refuse to settle for a mediocre life, you can start building a life you love.

Business Ideas

55 Small Business Ideas To Start Right Now

To start one of these home-based businesses, you don't need a lot of funding -- just energy, passion and the drive to succeed.