How to market to the passive engagers and invisible men
Exploring the growing challenge of marketing to what he defines as ‘passive engagers’, Scott Purcell, co-founder of Man of Many, highlights the importance of understanding the behaviours of well-educated male consumers and leveraging trustworthy and authoritative platforms to connect with this elusive audience.
In an industry driven by likes, shares, and comments, the “Passive Engagers” pose a unique challenge for marketers. These well-educated male consumers defy traditional engagement metrics, consuming content extensively but privately.
As Innocean Australia’s CEO, Jasmin Bedir, pointed out in her fantastic The Invisible Man piece, understanding and influencing the behaviour of well-educated, passive male audiences is a complex challenge for marketers.
Misconceptions and outdated stereotypes often muddy the waters, leading to missed opportunities to engage this valuable cohort meaningfully. Platforms like Man of Many – with its deep understanding of modern masculinity and nuanced audience insights – offer an effective pathway to reach this elusive demographic, but doing so requires a shift in how marketers understand and measure engagement.
