Abstract:

This paper explores the mindset of an emerging consuming class: the domestic dudes. These are married millennial men who, unlike their fathers, are adept at domestic matters ranging from grocery shopping to cooking and home aesthetics alongside playing the traditional role of the manly breadwinner. What is really driving these men to tie the apron after work when they could have got away being the stereotypical couch potatoes? Is it about succumbing to pressures of gender equality? Not really. Actually there are other reasons, which are highly emotional and rewarding, that are driving men to be domesticated which this paper will pinpoint and nudge marketers of household products to look at men from a new lens.