Who’s doing the Shopping? Not Always Mom
By: Kimberly Jackson, Editorial Strategist, King Fish Media
Recently I came across a few articles describing the shift in gender specific shopping responsibilities. It appears that the once “all female” domain of the grocery store is changing. The shifting social and economic tides have brought a wave of change and more men are squeezing the Charmin and cantaloupes than ever before.
This is not surprising, women have been infiltrating traditional men’s clubs since my mom was a blossoming women’s libber – so come on in, we are happy to have you. Feel free to ask us questions if you can’t find stuff!
Here is a BIG HEADS UP to traditional marketers: Procter and Gamble – look who’s looking at you now!? Hey Kraft, should the smiles in your ads also be on a Daddy. Even if men have overestimated their level of participation in the grocery gathering process, there are undoubtedly more of them doing it as a primary decision maker. Some suggest that while men are performing the duty, they are simply executing on the lists (brands) given to them by their female partners. However, they are still impressionable eyeballs in the aisles. Shouldn’t the messaging that comes from traditional big supermarket brands speak to them as well?
Open any circular, magazine or communication from grocery stores. They are filled with happy smiling women, moms and kids. The offers focus on women and family health from a woman’s perspective. The few male images are often men beaming at the women in their lives approvingly. There is a big opportunity to have a couple of happy mommas beaming at their guys who just did a major shop, unloaded the bags , put it all away and had dinner ready by the time their working women comes home from the office.
For the most part, women pushing carts down the aisle represent the majority of shoppers. But, maybe it is time for the marketing communication to target male shoppers for more than just Super Bowl entertaining?