KEEPING UP WITH THE LADULT MEN

THERE’S A NEW GENERATION OF MALE BUYER OUT THERE WHO’S HAVING A BIG INFLUENCE ON EVERYONE ELSE words martin raymond THE LADULT, or ‘hetropolitan’ as we’ve dubbed him, has finally come out of the closet. Predominantly single, solvent and secure in his new-found masculinity, he’s ditched the ’shirt over blue jeans’ look for an attitude that is very much about being top dog rather than Topman. Population wise, there are 4.5m Ladults in the UK, but their impact is profound, as they are a growing niche that businesses are keen to woo. With a higher disposable income than his peers, he is recognised as a “deferral”, one whose recommendations others defer to. Hence, marketing and advertising groups see him as an influential conveyor of their brands. Aged between 24 to 34, the Ladult works in middle-management in insurance, banking, real estate, sales and IT. A £30k earner, his income is usually not hindered by a mortgage since many Ladults still live with their parents or flat-share with like-minded mates. This has influenced his high-taste spending habits. If Ladults are anything, they are peacocks to perfection. When he delves into suits, he prefers names such as Paul Smith, Gieves and Hawkes and Richard James – sharp, fitted and as bloke-bespoke as he can get it. ‘The Row’, as in Savile Row, is very much his spiritual home even if he has to go off-the-peg to get the look. Out of the office, and away from clubs such as Fabric and Ministry of Sound, his favourite pastimes include poker and ‘flat screen footie’ enjoyed with tower speakers, McCoy crisps and a bottle of Maker’s Mark. His online technology spend is markedly more than his peers – the different channels directed at poker have therefore burgeoned. Unlike New Man, who was neutered, or Metrosexual, who was neutral, Ladult enjoys his masculinity: hence his uptake of tailoring, old skool fragrances, the joys of the gentlemen’s revue bar (in proper Old Vic pubs with whisky libraries) and even fly-fishing and clay-pigeon shooting (Guy Ritchie has a lot to answer for). You get the picture; Ladults are a very simple, easy to calibrate force in an increasingly complex market place. Products should be designed using masculine colours and references. King of Shaves have used ball bearings in their latest shaving gel to reduce friction. Very Ladult, that. Meanwhile, forget male spas – call them barbershops and pit stops, like a new generation such as G Room, The Refinery, or Gentlemen’s Tonic, and make them look like old style gentlemen’s clubs and you are onto a winner. Forsake unisex colours, words or phrases, and think instead Ronseal language: stuff that suggests it does and says what it does on the tin. Check out moisturising, shaving and grooming products like Sharps, Anthony of Task and read the words of wisdom they contain. No more moisturiser, but ’skin sluice’; no more toner, but ‘cell agitator’; no more after-shave balm, but ‘anti-astringent salve’. Service needs to be indulgent – he’s the man with the money, after all. But think more in terms of measured quality, rather than showing off. More Thierry Henry, than David Beckham. This is a man who likes his words tough, and his technology big. As in flat screen, plasma, with shout at me touch pads. The marketing message is simple: no adjectives, just the facts and simple ones at that. Oh yes, and can they come in silver, cobalt, or titanium, please?