According to research by Pinterest Business, a high majority comprising 75 percent of men intend to spend more in 2022 than in 2021. That is how they aim to achieve their goals. Respondents also gave insights on how they search and purchase online. What men plan to spend on and how they shop is valuable information for brands and marketers.
Men’s Goals for 2022
Men want to achieve a work-life balance this year. In line with that, they want to improve their diet. They also want to enjoy life more by freeing up more time for socializing and being with friends.
To achieve those goals, they plan to spend on the following:
- 60 percent will seek activities they can share with their family
- 55 percent will dine out more frequently
- 55 percent will go to movie theaters more often
- 50 percent will throw house parties more frequently
- 30 percent will buy something expensive for themselves, such as a new car
Choosing the Best Car
For men in Canada, a list of the top ten car brands and car models sold in the first quarter of 2022 compared with how they did in U.S. sales in 2021 will be a helpful guide for choosing what car to buy. These brands are bestsellers.
Ford is the bestselling auto brand in Canada from January to March 2022. The F-Series pickup trucks are also the bestselling cars for the quarter. Furthermore, they topped U.S. sales in 2021. However, as a brand, Ford was in second place in the U.S. last year.
Toyota is the second bestselling brand in Canada for the first quarter of 2022. For individual cars, the Rav4 placed fourth, and the Corolla placed ninth. As a brand, Toyota was the top seller in the U.S. for 2021. As individual cars, the RAV4 was fourth, the Camry was sixth, the Highlander was ninth, the Tacoma was 11th, and the Corolla was 13th.
While placing third as a brand, Hyundai’s Kona subcompact crossover ranked 10th among individual cars from January to March 2022 in Canada. In the U.S. Hyundai placed seventh as a brand in 2021. No particular car made it to the top 20 bestselling vehicles in the U.S. in 2021.
While placing fourth as a brand, Chevrolet’s Silverado placed fifth as an individual car in Canada for 2022 Q1. In the U.S., the Chevrolet brand was third in 2021 sales. The Silverado was also third, while the Equinox was 19th.
While placing fifth as a brand, Honda’s CR-V placed sixth, while Civic placed eighth in Canada’s Q1 2022. In the U.S., Honda was fourth as a brand in 2021. The CR-V was sixth, the Civic was tenth, and the Accord was 16th.
While placing sixth as a brand, Nissan’s Rogue placed seventh in Q1 2022 in Canada. Nissan placed fifth as a brand in the U.S., and the Rogue was seventh in 2021
7. General Motors
While placing seventh as a brand, GM’s Sierra placed third in Canada for Q1 2022. In the U.S., GM was 11th as a brand in 2021, and the Sierra ranked 12th.
While placing eighth as a brand, Ram’s 1500 pickup placed second in Canada for Q1 2022. In the U.S., Ram placed ninth as a brand, while the Ram pickup placed second for 2021.
While placing ninth as a brand, none of Jeep’s individual cars made the top ten in Canada for Q1 2022. In the U.S., Jeep placed sixth as a brand while the Grand Cherokee placed eighth, and the Wrangler placed 15th in 2021.
While placing tenth as a brand, none of Kia’s individual cars made the top ten in Canada for Q1 2022. In the U.S., Kia placed eighth as a brand in 2021. No particular Kia car landed in the top 20, though.
How Men Shop
Men prefer to buy only from familiar and trusted premium brands, for which they are willing to pay more. They do not wait for things to go on sale. They want to acquire items quickly and are eager to pay the full price.
When men want to buy something, they only do a few searches for the item before purchasing. They do not want to sift through many choices.
Marketing to Men
Because brand familiarity is primary to them, brands must get maximum exposure to their target male market. Brands must also position themselves as the premium choice, highlighting their quality. Price is not an issue.
Men value personalization. They want to be presented with a few curated options from which they can easily find exactly what they want.
To catch men’s attention:
- Ensure that you provide content that is relevant to them throughout the year.
- Address their needs for every season, holiday, or occasion.
- Find what interests them.
Find ways to serve the goals they expressed. For instance, how can your products align with their need to have family activities, have fun with friends, or throw parties? They are willing to spend on something as big as a car this year, so promote your best products.
Sell to Men in 2022
As you can see, men are willing to spend money on necessary items. Cars, for example, are a high-priority purchase for many men. Suppose your company sells cars or any other type of product that appeals to men. In that case, it is essential to strategize your marketing plan accordingly. Keep in mind the trends and insights outlined in this article, and you’ll be well on your way to success in 2022.