The “Info Shopper” Is Not New: Gender Neutrality Is
A recent Wall Street Journal article by Mark Penn describes the “new info shopper.” While I have no problem concurring with his description of this information-gathering, deliberate consumer, I submit that there is nothing “new” about it. Instead, the info shopping ways that have long been considered to be “women’s” territory have simply expanded. In the early twenty-first century, we see more men taking this not-so linear buying approach – for technology, groceries, cars and more.
A core tenet of marketing to women has been the idea that if you do it well, you won’t alienate men in the process, but will actually serve them better too. The emergence of this “new” info shopper shows that this is all the more true. Mind you, this is not the case in every product category by any means, but the evidence of the male info shopper can’t be denied.
As with so many consumer shifts, this info shopper expansion within the male market has begun with the usual urban, coastal suspects. Men in those environments are always the first to enter into new realms, so their becoming more engaged and active shoppers – initially for “beauty” and “fashion” products – is no different.
According to Penn’s research, as he wrote about the info shopper for WSJ:
Now this trend is spreading down the product chain. In our survey, 24% said they are doing online research before buying shampoo. The Breck Girl is being replaced by a shopping bot.
And they have questions. How does this shampoo work on different hair types, thicknesses and colors? Are the bottles recyclable? Has the product been tested on animals?
It used to be that the only time people expected 30-page, pre-purchase, inspection reports was when they were buying a house. Now some people want them just to buy a tube of toothpaste.
Ten years ago, you’d have read that and just assumed it was a reference to women: those research gathering Breck “Girls” alone. But, no more. That 24% included men! What we know about how women buy has become even more important. Not because women are rising up and soon men will be no more (oh my – let’s sure hope that isn’t the case), but because our culture has become less gender stymied.
Men have observed what women – as the toughest customers – have been able to demand and receive from brands/retailers, and they want in. Why shouldn’t they also get the chance to weigh in on animal testing and recyclability, for instance? And, why should they worry about being emasculated just because they like the idea that they can improve their skin if they want to?
So, yes – by all means – consider the ways of the info shopper as key to your future marketing success! Then, thank women for introducing you to and teaching you about such buying ways. And finally, leverage your women’s market knowledge to an even broader expectant audience: ALL those info shoppers out there.
