Guys & Dollars: How Groceries, Barbies, Fashion & More Are Being Marketed to Men

Word has gotten out that men do more of the household shopping nowadays. Accordingly, we’re being asked to shop in “man aisles” in supermarkets, and we’re even being subjected to an awful new made-up term: “mansumer.” Blame the global media agency network BPN for “mansumer,” a term that, thankfully, hasn’t really caught on. Nonetheless, in a study released during the holiday season, BPN described the rising importance of male consumers to the full range of retailers: 40% of men are now the primary grocery shopper in the household; 44% of men say they equally share in housecleaning and a whopping 86% of men agree being a man equals doing what is necessary to keep the household running. And that includes buying the holiday gifts. In recent times, men have been asked to consider all sorts of products that have been traditionally been mar...