New purchasing demographic, young urban men

Media agency Carat has released the results of its Consumer Connection Survey (CCS), which indicates that marketers could be overlooking a demographic with just as much influence on purchase as women, the Urban LSM 8-10 man, who is more involved than previous male generations in buying.

The new generation 'good life' male is focused on creating the perfect work-life balance, signalling a change from work-focused earlier generations whose family lives often took a backseat to career commitments.

"Leaders, not followers"

In addition, in a move away from the 'player' and 'metrosexual' archetypes of previous decades, the millennial man is someone who works hard and plays hard with a focus on outdoor - mostly healthy - activities.

"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 Asher Vorster, senior insights strategist of Carat South Africa's Insights Unit, which spearheads the CCS research in South Africa.

Snapshot of millennial man:

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 3000 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

"Marketers should address the 'Triple F-Factor' - 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 pass this novel information on easily to his social group.
"Furthermore, it is all about curatorship. Your brand should have a history and tell a story. The brand should have talkability 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," concludes Vorster.