'GQ' readers not afraid to spend, spend, spend despite downturn

Posted on Thu Apr 30 2009

Gq

Recession? What recession? The readers of GQ don't seem to think there is one. According to a consumer trend study, "What Men Are Buying," the Condé Nast magazine concludes that male consumer attitudes toward current and future purchasing are right on par with ... those of the advertisers that GQ seeks to retain and attract, oddly enough. According to the study, men say they are least likely to cut back on fragrances, grooming, apparel, and footwear. The unemployment rate is hovering around 9 percent, and men are into grooming now more than ever. You don't say?! Here are some survey results straight from the metrosexual's mouth:
  -- 81 percent of respondents agreed with the statement "The best investment is on myself." Uh, leading the witness? Likewise, 71 percent said they would rather curtail elsewhere than cut back on the items related to personal appearance. Uh huh. I always thought if a man were given a choice between a stick of deodorant and any kind of food on a stick, he will choose the latter.
  -- 76 percent of the men agreed that "in these tough economic times it is more important than ever to buy products and services that have a reputation for quality, even if it means spending more money." Nothing but the best for GQ readers, who never settle for plain wrap when they can buy expensive, ego-stroking, logoed crap.
  -- 70 percent said they'll be spending more or the same amount on wine and liquor, and drinking more at home. Bottlers of booze, you obviously need to tap the bachelor-pad market asap.
  -- 92 percent honestly believed they will be "earning more or the same amount of money in the next 12 months." All that drinking can lead to delusions of pink elephants, too.

—Posted by Becky Ebenkamp


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