Last week we talked about three core truths to Millennial dads, that included lesser known truths about men. First, men are emotional. They experience or express emotions differently, but they’re nonetheless ripe with them. Second, men want to feel equally valued with their partners when it comes to being a parent – so if your business is family related services or products, it would be a mistake to assume women are the decision makers. Women might very well be decision makers, but men like to feel they have a role to play as well that’s of value to the family. Finally, no man is or wants to be an island.
As we’d said last week, “The interesting little tidbit about men is that they aren’t as competitive with each other as women tend to be, especially as they get older. In that sense, men are more inclined toward bonding and cooperation, but also struggle to always initiate this. When it comes to your marketing, your goal will be to imitate bonding.”
Pack mentality is a powerful draw for men. Look at all the “bro” films that are getting pushed out and that are highly successful. There’s something intimate about a pack mentality, a return to a ‘normalcy’ before women came into the picture.
So the question is where does pack mentality come from and what does it mean for your marketing?
Robert Evans Wilson Jr. wrote a great article for Psychology Today titled “Pack Mentality: Humans are motivated by status as animals,” which lays out some excellent points. Evans writes, “human beings are just as motivated by it as a pack animal. When Abraham Maslow created his Theory of Human Motivation in 1943, he identified five levels of motivation or five needs that humans strive to satisfy. Those needs are, in order: Survival, Safety, Social, Esteem, and Fulfillment.”
He goes into what each means, but for our purposes here we’re looking at social. This isn’t the first you’ve heard of it. The need for social behavior is why football nights and poker nights are a thing. It’s why tailgate parties and fishing trips are a thing. I mean, just look at how popular The Hangover movie series was and you’ve got yourself a pretty good idea of what it means to be part of a pack and why it’s such a powerful appeal.
This pack mentality is really different from another theory known as herd behavior. Herd behavior is the idea that individuals in a group can act collectively without centralized direction.
What makes it important to bring up the theory of herd behavior is that most marketing that’s aimed at creating a pack mentality actually just relies on herd behavior. There’s a difference between a collective group of people and a tribe. There’s a difference between a tribe and a pack. Each one from herd to tribe to pack grows more niche, more intimate and more exclusive. As you plan your marketing, depending on what your offering, you’ll need to funnel your message and your brand experience down to an experience that’s equally as niche and exclusive as a pack.
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