Making men feel in control is key to marketing to them, says Men’s Health editor
Marketers wanting to target men need to make them feel in control and use experts to strengthen credibility, the Mumbrella Health & Wellness Marketing Summit heard on Wednesday.
Luke Benedictus, Pacific Magazines’ Men’s Health editor, told the audience in a session on marketing health to men, that males not only respond to authority more than women, but are more responsive when they feel in control.
Benedictus presenting on how to market health to men, at Mumbrella’s Health & Wellness Marketing Summit yesterday.
Here’s a better option. Stop the identity politics.
For those who don’t know about identity politics, it’s where you ignore individuals and all citizens and you make all of your judgements based on gender or skin colour. Australian media is hard core into identity politics.
Another term for identity politics is racism and sexism.
I boycott companies who employ identity politics. The horse bolted on that gig a long time ago.
You want to market to men? Sack the feminists in media. Identity politics stops and people can get on with being treated as individuals.
“Sack the feminists in media”… Hilarious.
You would think to be relatable you would use believable, attainable images on the front cover