Marketing to the ‘Neglected Sex’

Hong Kong- While there have been many studies targeted at marketing to women, few focus on marketing to men, in particular, Chinese men. In a new study titled, "The Neglected Sex", Leo Burnett Hong Kong explores the evolving definition of masculinity in China targeting the 30-45 year old male demographic.

The study delivers new insights into how men in China see themselves in a fast evolving society due to the rise of the Chinese woman where changes in women's lifestyles and status have manifested in men returning to traditional views of masculinity or had led to a positive impact on daily home and business life.

"This study is designed to give us an insider's glimpse at how 30-45 year old men see the fast paced economic and social development of China and how this effects how they live their lives. A great deal of research in our industry has a heavy focus on innovative communication to groups like youth and women - and what these important groups want from brands and services. As marketers, we need to delve deeper into what drives and interests the people we present our Client's brands to, every day," Eddie Booth, Chairman, Leo Burnett, Greater China said.

Unlike traditional focus group approach, the study utilised a newly developed "Double Bind Exploration" interview method where questions were presented in the form of a dilemma, with two very important masculine traits on each side of the scale and the interviewee has to trade off one over the other. The interviews were also conducted in peer groups during "happy hours" at the bar. This method aims to cut through the usual, mainly subconsciously ‘edited' socially acceptable answers to activate their right brains where it's more ‘emotional' to delve deeper into their hearts.

 "Understanding what men are thinking and feeling helps us significantly when we are crafting communications campaigns, whether TV, online or experiential. The men we talked to were very open to talking to us about the different values in their lives in an evolving society," Kara Yang, director of strategic planning, Leo Burnett Hong Kong said.

The study, which compared the lifestyles and aspirations of Hong Kong and Shanghai men, identified six ‘tribes' of men- the proud, the insecure and the relaxed are peculiar to Hong Kong man while the ancient, the contained and the optimist are characteristic of the Shanghai man.