AdAge: Brands Miss the Mark with Men

AdAge: Brands Miss the Mark with Men


For years, when it comes to cause marketing, brands have focused the lion's share of attention on women. According to the new Advertising Age article, that's a huge mistake.

Monday, November 22, 2010 - 11:08am

CAMPAIGN: PRWeek / Barkley Cause Survey


From a brand perspective, cause marketing has always been viewed as a predominantly female marketing strategy. For the sixth annual Barkley/PRWeek Cause Survey, we interviewed male consumers to discover their views on cause. The surprising results showed that men are nearly as attracted to cause programs as women.

In fact, 88% of men say it's important for a brand to support a cause; 67% would try a brand because it supported a cause; and 55% would pay more for a brand that supported a cause. Yet, while 75% of CMOs say they now engage in a cause program, 68% say they have no plans to target men with their cause outreach.

Click to continue reading how Cause Marketing Misses the Mark with Male Consumers