a bumper sticker in a newsagent. It read: Men are like carpet tiles. If you lay them right the first time, you can walk all over them for years. As for the newsagent at Euston — maybe I should have started a petition to stop shops selling this filthy sexist propaganda, at eye level, in front of impressionable children. And then I could have worked myself up into a righteous wrath about male suicide rates, paternity leave, Abercrombie and Fitch billboards, domestic violence against men, Jo Brand, Fathers for Justice, prostate cancer awareness and the inexorable growth of a multibillion male cosmetics market, designed to make men feel old, inadequate and hopelessly insecure about their appearance. Then there is the casual sexism that shows up mainly in commercials. Men continue to have more spending power than women. But researchers in the ad agencies and marketing have known for years that it is women who have the biggest say in buying decisions, large and small. Jane Cunningham and Philippa Roberts 2006 book Inside Her Pretty Little Head claimed that 80 per cent of purchasing decisions are made by women. They argued that marketing departments need to work much harder at understanding womens motivations and decision-making systems. But theres a sour side to the new kind of female-oriented marketing. In a new world where women make the decisions, men know their place: the stooge, the fallguy, the butt. I call it the dorking of men: look for a man in an ad and you find a ...
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