Metrosexuals belong in the plan

Re: ‘The narcissistic metrosexual,’ (Strategy MEDIA, Feb. 9/04, p. 11).

At Zoom Media, we like to believe that planners and buyers are a pretty bright group of business people.

For the most part, we find this group, with whom we share new information, appreciative of the learning and perspective we can offer. They likely understand that the term metrosexual is simply a descriptor for a growing group of men who have hedonistic tendencies.

We know that these trends are on the increase through CROP 3SC and Euro RSCG research (used in over 20 countries for the past 20 years). In fact, trend analysts at Euro RSCG confirm the emergence, in the 21st century, of a segment of men who have embraced customs and attitudes once deemed the province of women.

There are many terms that we are starting to read more about, such as ‘ostentatious consumption,’ xenophobia, apocalyptic anxiety, etc. Many of these terms are born out of psychographic research, and as this field of information grows, so will the terms and expressions. As mentioned in the article ‘The death of demographics’ (Strategy MEDIA, October 20/03, p. 1), ‘marketers have moved beyond age and gender.’ Our world is changing – we must keep up.

In Rob Young’s dissertation, he makes mention of a Hollywood star and his self-indulgent ways. What a perfect example of how a group of men behave. I suspect that there are more than a few guys who try to emulate Brad Pitt’s style. Why not? People love him.

There are a whole bunch of other buzzwords that are appearing in research studies such as ‘convergent validity’ and ‘recency’ (not new terms, necessarily, but now becoming more mainstream). Of course, these words are intended to describe a thought or concept. Similarly ‘yuppie,’ ‘MOPE,’ ‘DINK’ and even ‘poser,’ are used to describe a group of sorts. I suspect that BMW would welcome the opportunity to sell every DINK a new car. And many yuppies would like to own one, as it would help to fulfil their hedonistic and egotistical needs. That’s not a bad thing or a good thing. It’s simple a descriptor. Same goes for metrosexual.

So in fact, this group of metrosexuals is not best left off a plan, because this group is likely a target that has higher-than-average consumption patterns – suggesting that they are buying more of our clients’ products. There is even a suggestion that this group is more appreciative of advertising than other groups of people.

This is advertising. We’re in the business of communicating ideas and concepts. At Zoom Media, we challenge ourselves to keep up with the new trends, provide insight and present them in a meaningful fashion to our agencies and clients.

Peter Bartrem, director of sales, Zoom Media, Toronto

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