LOS ANGELES -- The power of the purse is losing ground to the weight of the wallet as a new breed of male consumer emerges. According to Defy Media's 2nd annual Acumen Report: Brand New Man, an empowered male consumer is taking charge of the household shopping duties and making thoughtful decisions when it comes to the brands he brings home.

“Men have earned their place as decision makers in the household. In this year's report, we uncovered the process that men embark on to discover, connect with, and purchase new brands and products,” said Andy Tu, executive vice president of marketing for Defy Media, in a press release. “We found that men are not only purchasing in greater numbers, but in many cases they are the ones actually making the brand decisions.”

More than 65% now hold primary shopping responsibility for several household product categories, with 67% disclosing they actually enjoy shopping for the household, and close to 63% open to choosing new brands.

According to the report, male stereotypes appear to diminish as the roles and responsibilities of men continue evolve - more than half (54%) of married men surveyed say they shop for groceries and household supplies more often than their spouses. Many of these men also find themselves on their own in the grocery store as well; 53% said their spouses do not tell them what brands to buy.

“It is clear that the traditional notion of men as consumers is changing. The idea that men are mindless, robotic, or powerless in their decisions about shopping and brand decisions is antiquated,” said Tu. “The road ahead for marketers to embrace and engage this new era of masculinity proves to be challenging, but those that build a relationship will ultimately reap the benefit.”