alyson guasby: the modern canadian man | think inside the box 2014

22Microsoft & Omnicom Modern Man, 2014

What it means to ‘be a man’ is evolving

Men are getting married later and spending more time as masters of their own domains1. But, even when living with a woman, their responsibilities in the home are changing. With that, their interests are broadening and how they view and interact with media and brands is evolving.

So, there’s an increasing amount of power in the male shopping cart. Marketers need to understand the modern man; his needs, desires and motivations to be able deliver messaging and brand experiences that truly resonate.

2

1Source: Stats Canada

Microsoft & Omnicom Modern Man, 2014

3

All of these things [changing gender roles, seeking more authentic

experiences] are coming together for a perfect point of cultural

tension where male identity is changing.

It’s less about the hard and fast rules of stereotypical masculinity,

strength and monetary success, and is becoming much more multi-

faceted, including being stylish, savvy and ethical. Essentially,

somebody who is seen to be interesting versus successful.

Johanna Faigelman,

President, Human Branding

“

“



Our goal for this study:

to gain a better understanding of the modern Canadian man

AT WORK AT HOME AT PLAY


Our methodology

We commissioned GfK Research to survey 2,300 men and women between the ages of 16-65 across Canada and conduct in-depth video interviews with Canadian men to dig deeper.

Video Interviews

We spoke with a cross

section of men in different life

stages and relationships to gain a

deeper understanding into their

behaviors, perspectives

and attitudes

Online Survey

Total Sample: 2,300 (1,650 men, 650 women),

fielded in both French and English

The sample was representative of regional and age

distributions in Canada


RELATIONSHIP STATUS LIVING SITUATION

69%45% live with parents

23% live alone (vs. 16% of Gen Z women)

58% are in a serious relationship45% live with their significant other

27% live alone

73% are in a serious relationship 58% live with their significant other

are single/casually dating

(vs. 47% of Gen Z women)

73% are in a serious relationship

AVERAGE AGE

Gen Z: 22

Gen Y: 30

Gen X: 43

50+: 58 69% live with their significant other

We also wanted to understand if/where there are differences across generations

Note: Serious relationship includes: married, common law, in a serious relationship

Gen Z (born 1990-1997), Gen Y (born 1980-1989) and Gen X (born 1965-1979)

7

Who IS the Modern Man?

““

7

There’s a lot more to being a man today than the stereotypical ‘man-stuff’. Guys are more than just tool-loving, beer-guzzling, bikini-chasing macho men who wouldn’t be caught dead in the kitchen or caring about their personal style.

Modern Day Gentlemenstrategyonline.ca


He’s health-focused and has broad interests beyond just traditionally male dominated areas…

8

“Cooking is something I like to do, I like when you start to do something and you finish it and you're like wow this tastes great”

Interviewee, Gen Z



Family and health are his top priorities


Very important…

9


65%are interested in fitness

68%are interested in nutrition

60%are interestedin cooking

1/2take pride in their cooking

41%interested in beauty, grooming and personal care

2/3 think it’s important to eat

a balanced and nutritious diet

‘Health’ isn’t just about pumping iron –

men are interested in nutrition and cooking as well


And, being stylish is particularly important for younger generations

D1. How much you personally agree or disagree with the statement?

22%

29%

40%

40%

55%

29%

35%

43%

45%

57%

30%

36%

47%

50%

58%

Gen Z Men Gen Y Men Total Men

38% of Gen Z men are very interested in fashion

In Brooklyn, beard transplants have

taken off as men look to increase their

'cool factor ‘ (for $7K)

http://nymag.com/daily/intelligencer/2014/02/hipster-beard-

transplants-are-a-thing.html

Looking good is

important to me

Facial hair is cool

My clothes reflect

who I am

My sense of style sets

me apart

I keep up to date on the

latest fashion/style trends


D1. How much you personally agree or disagree with the statement?

Microsoft & Omnicom Modern Man, 2014 12

So is being socially relevant

28%

33%

46%

36%

39%

46%

34%

42%

52%

Gen Z Men Gen Y Men Total Men

I care about how my peers

perceive me

Being connected to my social

network is important to me

I know where the up and

coming restaurants are


http://www.heineken.com/gb/our-ads/the-date.aspx

Heineken's ‘The

Date’ shows the

well-dressed hero

cooking, socializing,

slaying dragons,

and dancing

CASE STUDY

14

At home:household responsibility

14

““

The way mothers and fathers spend

their time has changed dramatically

in the past half century. Dads are

doing more housework and child

care; moms more paid work outside

the home. Neither has overtaken the

other in their “traditional” realms, but

their roles are converging.

Pew Research


Today, men are actively involved in household decision-making

*Highest

among

Gen Y (57%)

and Gen X

(61%)

88%of men are satisfied with this level of responsibility

And, 52%of men who don’t live alone report high

levels of responsibility in household

decision-making

23%of men live alone (and therefore have sole discretion over household decision-making)


While men are still mostly responsible for repairs, finances, and

garbage duties, they’re also sharing responsibility for other tasks,

like meal preparation and laundry

A6. Thinking about household chores, which tasks are you generally personally responsible for?

62%56%

50% 49% 48%

27% 26%23% 23% 22% 20%19%

28% 26%

15%

29%

43%38%

49%

40%35% 35%

Small

household

repairs

Taking out

garbage

Paying bills Large

household

repairs

Organizing

finances

Making

breakfast

Vacuuming Dishwashing Making

lunch

Laundry Making

dinner

Mostly responsible Share responsibility


Most are involved in household purchases, across categories

A5. More specifically, different household tasks can require different decision-making responsibilities. How much responsibility in decision making do you have in your household in the following areas?

56%

74%

75%

81%

86%Clothing (his own)

Groceries

Personal care products

Newspaper/magazine subscriptions

Complete/some responsibility…

“Food shopping is exciting, because you can go and buy something that you've never seen before”

Interviewee, Gen X

TV channel and media subscriptions


76%

79%

81%

87%

89%

89%

And they’re very involved in larger-ticket purchases, too

A5. More specifically, different household tasks can require different decision-making responsibilities. How much responsibility in decision making do you have in your household in the following areas?

Small electronics“I'm always in the electronics section, or looking at chairs to make my apartment look better…I can honestly shop for anything, you put me in Target and I'm there for hours”

Interviewee, Gen X

Major electronics

Travel/vacations

Major household appliances

Small household appliances

Car maintenance

Complete/some responsibility…


BUT…Men tend to be more loyal to companies,

brands and organizations (e.g. a hair salon,

hair product, or a store)

As more men shop

and form bonds with

brands, companies

exclusively marketing

to women will be

increasingly

left behind

Women tend to be more loyal than male

customers to individuals, such as specific service

providers (e.g. a hair dresser or a salesperson)

Source: Journal of Marketing, Volume 73

20

At home:parentings

20


Today`s Canadian dad

2 kids,

average age is 8

1/2live with their kids

87%are in a serious relationship

28%say they have more child-rearing responsibility than their partner


On children and parenting

47%

40%

17%

Gen Z Men Gen Y Men Gen X Men

28% of men without kids plan on having them (vs. 34% of women)

Why no kids?

× Not ready yet

× Don’t have the right partner

× Life is great as is

× Just not interested

× Too expensive

× Focused on my career

× Too much responsibility

2323Microsoft & Omnicom Modern Man, 2014 23Microsoft & Omnicom Modern Man, 2014


It`s not easy being dad

53% of Gen Z dads find it difficult to balance

work and family life (34% of total dads)


Is technology helping or hindering his parenting?

50% say its too easy for

their kids to access content or media they don’t approve of


If dads are active in the home, they’re more likely to raise

ambitious daughters

Source: cbc.ca, http://www.cbc.ca/news/technology/dads-who-do-housework-have-more-ambitious-daughters-1.2655928

“What this is suggesting is that when girls, specifically, are seeing their parents enacting a traditional division of labour at home, it may be limiting their own ambition“.

Alyssa CroftLead Author

2727

Include, don’t isolate

KEY TAKE-AWAYS

Z 50+XY


28

At home: shopping

28

““

[The] ’90s were very much ‘here’s our

brand. Take it as it is and don’t

question us because you’re the

consumer and we’re the producer,’

[Now], there’s an attitude from guys

saying ‘I’m smarter than that, savvier

than that and I reject that.

Johanna Faigelman,

President, Human Branding

Source: Strategy online, Modern-day gentlemen

29

Without a compelling new need, men lack the motivation to change the brands they use.

They feel overwhelmed and bombarded by the multiplicity of what’s available and just thinking about adding another decision to their busy days can cause anxiety.

Brand New Man, Defy Media



Men research to make informed decisions across categories,

including everyday products like personal care and even groceries

A6b. Thinking about how you purchase these items, do you generally...?

94% 92%87%

81% 78% 76% 73%69% 68%

59% 57%

48% 45%

93% 91%

80%76% 75%

66% 67%

56%61%

53% 51%45%

36%

Large

electronics

Large

household

appliances

Small

electronics

Small

household

appliances

Furniture Movies Books Music Children's

items

Decorative

household

items

Clothing Personal

care

products

Groceries

Research before purchasing

Men Women


And they’re doing the bulk of their research online

A6b. Thinking about how you purchase these items, do you generally...?

69%66%

63%

55%49%

46% 46% 44%

33%30% 29%

22%19%

41% 41%35% 34%

23% 22%25%

42%

28% 29% 30%

23% 24%

Large

electronics

Large

household

appliances

Small

electronics

Small

household

appliances

Movies Music Books Furniture Children's

items

Clothing Decorative

household

items

Personal

care

products

Groceries

Researching/previewing before making a purchase

Online Offline

“Doing the research online before hand,

isolating the things I want to get at the

best price point at the most convenient,

making sure there's stock available. Then

going in and buying it, all in a reasonable

time frame. That's the ideal experience”

Interviewee, Gen Y


Top sources for online research are brand and retailer

sites and reviews (consumer and experts)

A6c. Please select which of the following sources you generally visit/use to conduct your research

14%

14%

17%

32%

47%

47%

55%

News websites

Blogs

Social media

Expert review/opinion websites

Consumer reviews/opinion sites

Brand websites

Retailer websites

Gen Z are more likely to use social media (30%) and blogs (25%)


But where they turn can vary depending on where they are

in their decision-making process

A6d. You mentioned using the following sources to research online, when do you typically use these sources?

Preliminary research:

collecting general info, seeing

what options are available

Top digital sources:

• Search engines (85%),

• Brand websites (73%)

• Retailer websites (71%)

• Social media (63%)

• Blogs (63%, 84% among Gen X)

Narrowing down

options: comparing

brands/products


• Consumer review/opinion

sites (73%)

• Expert reviews (70%)

• Retailer sites (68%)

• Brand websites (65%)

Final check before

purchasing


• Consumer review/

opinion sites (67%)

• Expert reviews (64%)

• Retailer websites (60%)


When it comes to buying, men are comfortable purchasing

online, particularly for entertainment, clothing, and electronics

“People say guys don’t like shopping, and that

is true, but what is even more true is that guys

don’t like picking.” “I think guys are creatures of

habit — they need to have something very

easy and routine and online offers the

opportunity to do that.”Hicham Ratnani

Co-founder, Frank & Oak

% mostly/occasionally buy online…


They’re also open to buying other categories onlineBut, hurdles still exist: it’s not always easy to buy all categories online in Canada

9%

16%

14%

24%

16%

23%

25%

42%

27%

48%

41%

55%

54%

29%

30%

32%

23%

35%

37%

40%

25%

41%

26%

34%

22%

25%

38%

46%

46%

47%

51%

60%

65%

67%

68%

74%

75%

77%

79%

Groceries

Furniture

Large household appliances (e.g., fridge, dishwasher)

Children’s items

Personal care products (e.g., shampoo, shave cream)

Large electronics (e.g., television)

Decorative household items

Clothing

Small household appliances (e.g., toaster, blender)

Movies

Small electronics (e.g., DVD player)

Music

BooksMostly/occasionally buy online

Would consider buying online


Montreal-based men’s clothing retailer Frank & Oak has

seen great success helping men shop online

“We realized the millennial guy likes to know the

‘why’ behind a product,”. “And it’s much easier

online to show how to wear something, and the

reason for [a piece of clothing], than it is in stores.”

-Ethan Song, CEO

Brand mission:Create the best, hassle-free shopping experience for men.

Check out monthly collections, get key style advice, and have

it all delivered to your door

CASE STUDY


45% take photos while shopping

Men are more likely than women to look up product

information while shopping:

Gen Z (48%), Gen Y (54%), Gen X (46%)

Gen Z (37%) and Gen Y (40%) men are also more

likely to look up product reviews on their

smartphones

42% of men under 50 compare prices on their

phones while shopping in store



Sport Chek leverages technology in-store

“We’re currently running at 150 per cent of our inflated expectations.”

“For us to stay relevant to our customers, we need to also connect

with them in the digital space.”

Duncan Fulton,

Chief Marketing Officer, Sport Chek

Sport Chek’s Toronto ‘lab’ store features 140 digital screens on walls,

built into tables and on clothing racks for quick access to

information and content.

The store also offers personalization with a gait analysis treadmill,

Reebok’s kiosk custom ordered shoes and Oakley’s custom glasses

built in-store.

Store staff also tote tablets for quick access to additional brand

information.

CASE STUDY

3939

Help him make informed decisions

KEY TAKE-AWAYS


40

At play: hobbies, media and technology

““

40

My free time gets consumed very

quickly, I don't spend a lot of time

doing nothing, it's better to be

busy […] The time that I don't have

scheduled I spend a lot of time

with my friends or my girlfriend

Interviewee, Gen Z


59%51%

34%

51%

33%27%

18%

65%

37% 38% 39%

27%22% 19%

77%

37% 38%32%

21% 24% 21%

84%

48%53%

26%16% 20%

30%

Watching movies/TV

Socializing with friends

Reading Playing games Going to the gym Shopping online Shopping in-store

How do you spend your free time?

Gen Z Men Gen Y men Gen X men Men over 50

Younger men are less likely to watch movies/TV or read than older men or women, but more likely to spend their time gaming or working out.

Men have busy lives and want to be entertained in their downtime

D5. In a typical week, how do you spend your spare time?


They have a broad array of interests, some of which vary by generation

C1. How interested are you in the following topics?

Very/somewhat interested

0% 25% 50% 75%

Entertainment/Celebrity gossip

Fashion

Beauty, grooming, personal care

The economy

Cooking

Finance

Sports

Cars

Nutrition

Fitness

Video gaming

Technology

Gen Z Men

Gen Y Men

Gen X Men

Over 50 Men


47%

48%

49%

59%

61%

67%

68%

82%

89%

Tablet

Smartphone apps

Smartphone web browser

Magazines

In store

Word of mouth

Newspapers

Television

Computer

How typically access information

They’re accessing this content across many devices and

media, but PC is still the information go-to device

C1a. Through what ways do you typically access information about these topics?

Gen Z and Gen Y are more likely to use smartphone browsers (Gen Z 67%, Gen Y 60%) and apps (Gen Z 65%, Gen Y 59%) and Tablets (56% each)


Search, news and brand sites

are most typically used

C2. Which type(s) of websites do you typically visit to access this information?

37%

38%

39%

41%

53%

67%

71%

Blogs

Forums

Email

Social Media

Brand sites

News sites

General Search

Websites typically visited to access information

Gen Z and Gen Y are more likely to access information via through social media blogs and forums


Top sites men visit are networking, financial services and news

C3. Please select how frequently you visit the following types of websites…

18%

18%

20%

22%

24%

35%

39%

56%

56%

58%

Comedy/humour

Automotive

File sharing

Consumer electronic

Brand websites

E-Commerce

Sports

News/information

Financial services

Social Networking

Top sites men visit on a weekly basis

Gen Z: 73%

Men are less likely than women to visit networking sites but more likely to visit all other types shown

20%

16% 17%18%15% 14%14%

10% 9%

19%

14%11%

Clothing retailer sites Beauty/personal

care sites

Fashion sites

Gen Z men Gen Y men Total men Total women

Interest in fashion and style is reflected in

younger generations’ browsing habits,

which are higher than or on par with

women’s


9

7 76

55

4 3 3 2

65 5

8

43 3 3 3 2

6

44

11

42 3 3 3 2

7

5 4

16

5

23

24

2

Listening to

music

Playing games

on console

Social media Watching

traditional

television

Watching

paid

subsription TV

(e.g. Netflix)

Streaming

short video

Reading

online

newspapers/

magazines/

books

Playing games

on a

smartphone

Reading

paper copies

of

newspapers/

magazines/

books

Online

shopping

Gen Z Gen Y Gen X Men over 50

Media consumption patterns differs significantly by ageGen Z spend more time listening to music, gaming, or on social media, while TV

dominates time for older men

C5. In total, how many hours would you say you spend doing the following things in an average WEEK?

Avg hrs/wk consuming media2/3 of Gen Z say music is very important to them

1/4 of men prefer to watch independent movies

1/2 of Gen Z (and 40% of Gen Y) think it’s ok to download pirated

content


Technology is a key area of interest and men are gatekeepers

and influencers

1/4men say

they’re among

the first to try

new

technologies

35%say people often ask

their opinion on what

types of technology

they should buy/use

Men are 2x more interested in technology than women(34% vs 14% VERY interested), driven by Gen Z men: 1/2 of which are very interested

2/3act as a

technology

guide to older

family

members

“Technology is very important

[in my life] I've been accustomed

to it, say I want to order

something online, or send an

email, it's literally a click away, I

can do it on my phone.”

Interviewee, Gen Y


Gen Z tend to be more vocal and adventurous with

technology, but are less likely to own a tablet

C6. We are interested in finding out more about the electronic devices you own.

24%of Gen Z men are very active

online and often text or blog

about experiences they have with

tech products/brands (15% Total)

26%of Gen Z enjoy taking chances in buying new technologies, (18% total)

(less prevalent among Gen Z men, 36%)

(men are significantly more likely than women to own a Smart TV)

78%

72% 64% 60% 44%


Smartphones are the go-to device for making it through the day, but

young females are even more attached to their phones

31% of men who want kids

think that smartphones/tablets are great educational tools (vs. 22% of women)

1/2 of men use

their smartphone

right when they get

up (two-thirds of Gen

Z and Gen Y)(women: 79% Gen Z, 70%

Gen Y)

40% use their

Smartphone right before

going to bed, over half among

Gen Z and Gen Y(women: 79% Gen Z, 62% Gen Y)

23%

35%

35%

37%

37%

42%

49%

50%

69%

Shopping

Playing games

Work/school

Online banking

Getting sports updates

News

Accessing social media

Searching for information

Communicating with friends/family

Reasons for using


Being connected is important to men under 50, and they

tend to have more contacts than women

5.1 hours

on average per week on social media (6.9 Gen Z men)

Average number of

contacts: 363(312 for women)

1/2use smartphones to access social media

Being connected to

social networks is

important:

Gen Z: 42%

Gen Y: 39%

Gen X: 35%

+50: 20%


When they post, men are most often sharing pictures,

opinions, and updates

C4e. What type(s) of content do you typically share on these sites?

47%45%

37%

30%27% 26%

23%

18%15% 14% 13%

10%


But men feel their contacts share too many

needless details on social media

1/4 of men share content daily (1/3 among Gen Z)

36% would never

share the content

other people in

their network

share

63% think people

share too many

personal details

in their social

networks

Only 1/4 think the

content their

contacts share

is relevant to

them

And

26%re-share

content

Are your Facebook

friends too snap-

happy with their

baby photos? Apps

like Unbaby.me now

allow you to replace

those images with

"awesome stuff”, like

pictures of bacon or

cats.

mashable.com, unbaby-me-facebook

http://www.unbaby.me/


French Canadian men are less active on social

media than their English-speaking counterparts

233 vs. 402the average size of

Quebec men’s social

network’s is considerable

smaller compared to

English Canada

1.9the average

number of sites

registered on (vs.

2.3 in English

Canada)

26%share updates

about their life

(vs. 40% in

English Canada)

37%share their thoughts

and opinions on

social media sites

(vs. 47% in English

Canada)


“In order for a brand to have any meaning or weighting, they need to have a track record, they need to prove themselves, actions speak louder than words. For a brand to distinguish itself, honest, hard work and integrity are critical aspects of a brand.”

Interviewee, Gen Y

55% of men value socially responsible companies

46% of men think

advertising can be entertaining

54

Overall, men are socially conscious and open to advertising



To build trust and relevance with Gen Z men, P&G created a video

series that encouraged engagement and educated him in fun and

interactive environments. By creating a video series and content that

integrated Gillette products in natural and seamless ways, they make

the connection between great content and their brand to increased

awareness and ultimately purchase intent.

The video series featured advice from the ‘Gillette Wingman’ hero, to

embody qualities that today’s modern man can aspire to, including

strength, respect, style and sportsmanship among them. The content

dramatized various scenarios that young men may struggle with on

any given day and provided guidance to help men navigate toward

success.

“Questions about looking your best? Dating dos and don’ts? Career

advancement? Spending money wisely? Whatever the topic under

scrutiny, we know that many young men today want to appear to have

the right answers, even when they don’t” Pam Baillie, Gillette Canada Communications Manager

CASE STUDY

Gillette curates for Gen Z men


He’s busy, so respect his time

KEY TAKE-AWAYS

57

At work: Career and finances

““

““

I think I put a lot of pressure on

myself to succeed in anything I'm

doing, my fear is failing, so I think I

put a lot of stress on myselfInterviewee, Gen Z

Finances and things like that we

discuss together and we make a

joint decisionInterviewee, Gen X

57


When it comes to his career, it is not just about working 9-to-5

B3. Please rate how important you find each of the following in terms of your job/career?

76% 76%72%

77%76% 76%72% 73%

82%79%

74%76%

84% 84%82% 82%

Work/life balance Passion for the job Personal fulfillment in work Feeling rewarded by the job

Gen Z Gen Y Gen X Men over 50

Gen Z and Y place higher importance on ability to advance in their careers (75% and 76%, respectively) and 1/3 worry that their education may not be good enough


Canadian Men <50 live with stress

35% 35%38%

21%18% 19% 20%

8%

Gen Z men Gen Y men Gen X men Men over 50

Under constant stress/above average level of stress

Always rushed, there aren’t enough hours in the day

1/3of men say they are either under constant stress, or have what they consider to be higher levels of stress than average


And, work is the main source of their stress

1/3of men under 50 feel burnt out at their jobs (vs. 20% of men over 50)

1/4worry about losing their jobs

39%of Gen X and Gen Y men regularly feel stressed about their job (vs. 29% men over 50)

40%of men say their

employer needs to

treat them better

61% say they’re in need of a vacation

61

37% say work defines who they are, and 65% feel it’s important to show loyalty to their employer

Microsoft & Omnicom Modern Man, 2014 61


There are some gaps in driving career satisfaction in terms of

rewards and recognition

B3. Please rate how important you find each of the following in terms of your job/career?

B3a. Please rate how satisfied you are with each of the following in terms of your job/career?

46%

52%

47%

56%

52%

56%

63%

60%

70%

71%

74%

76%

77%

79%

80%

85%

Ability to advance

Looking forward to work everyday

Being recognized financially for my work

Personal fulfullment in the work I do

Feeling rewarded by the job

Passion for the job

Work/life balance

IncomeImportance

Satisfaction 25

17

23

25

20

27

19

24


Millennials might be

more financially-savvy

than you thoughtA new study from Retailmenot.ca found

that younger Canadians are more likely to

develop a budget and save or invest their

tax return than older Canadians.

Of those polled, 56% of 18 to 34 year olds

said they would save or invest money from

their tax return, while 40% of respondents

aged 35 to 54 and 41% of those over 55

years of age said they would.


6464Microsoft & Omnicom Modern Man, 2014 64Microsoft & Omnicom Modern Man, 2014


Half of men worry about their financial security, but women

worry more

4/5 Gen Y and

Gen X men work full time

VS. 3/5 Gen Y and

Gen X Women work full time

45%worry about their long

term finances

(vs. 53% of women)

55%of men worry

about saving for

retirement

42%worry about the amount

of debt they have

35%worry about their day to

day finances

(vs. 46% of women)

of men say they are the primary

bread winner in their household,

compared with 19% of women

41% of men say they live comfortably

(vs. 33% of women)

57%


While Quebec men report lower levels of stress,

they’re more worried about money

24%of Quebec men say they are under constant stress/have above average levels of stress (vs. 34% English Canada)

47%say they live comfortably (39% in English Canada)

22%say it is difficult to balance work/family life (38% English Canada)

63%worry about their level of

debt

VS.

35% in English Canada

74%worry about saving for retirement

VS.

49%in English Canada


Work-life balance is important

KEY TAKE-AWAYS

68

Good bye Marlboro man, hello Modern man

KEY TAKE-AWAYS

68


Recognize and reward his achievements

Men are connected researchers and shoppers: find your target through digital media outlets

Don’t get stuck in dated stereotypes: recognize men as contributors to the home to include these influencers and gatekeepers

Being a dad means being involved: use messaging cues that support fatherhood and family life

He’s busy, so respect his time with relevant and necessary communications and curated content

Go digital: help him find the information he needs to make informed purchase

decisions

Deliver a consistent, seamless experience across all his devices

69

70

www.advertising.Microsoft.ca

Questions? Contact [email protected]

Thank you!

alyson guasby: the modern canadian man | think inside the box 2014

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