Recently we spoke with two clinical psychologists who work with couples. One of the interesting things they spoke about is how, unlike women, most men don’t have a “relationship agenda” – a mental list of things they want to get from the partnership (other than enough sex). Most men follow their woman, letting her agenda drive most of their lives together – where to live, what couch to buy, what colour to paint the kitchen, whether to get married, when to have kids, etc.
This reminded us of something a client, James Sykes, said when talking about how Australian men are adapting to the new expectations of Australian women: “In the fight for a mate… guys have to exhibit their sophistication more often, if not constantly. So increasingly what they buy are things that are endorsed by girls they know. Aussie guys are changing, driven by what’s happening with girls.”
That the real decision maker is often the women is not new – just talk to anyone who sells flat-screen TVs, cars or furniture. But it’s not something marketers tap into enough. For “male” purchases, it’s no longer just about “winning over the woman” at the end of the sales process. It’s about getting her on board right at the start. Because once she’s given it her stamp of approval, her man will follow.
Click here to listen to the full interview with James Sykes, the marketing director at Jim Beam.
