Synopses & Reviews
A revealing exploration of a key market in flux, The Future of Men highlights substantial demographic shifts and their impact—from the stay-at-home dad to the new macho revival. The authors draw on their expertise as top thought leaders from the advertising world—they were the ones to create the buzz around “übersexuals” and “metrosexuals”—to show that the new definition of masculinity is a result of complex social, biological, and economic influences. From automobiles to cosmetics to consumer electronics, this cutting-edge book explains how to tap the potential of the male market.
"The trend-spotting authors who popularized the term 'metrosexual' have decided that the two-year-old phenomenon is, well, so two years ago. The new ideal is the 'übersexual'...reading Esquire
or Sports Illustrated
, shopping less but more discriminatingly, and favoring men over women as their closest friends."--Andrew Adam Newman, The New York Times
"Written with great élan and hyperbolic vigor, the book features a liberal dose of media and pop-cultural references....Targeted at readers looking to connect with the elusive male consumer, the book should stimulate more than its share of water cooler conversations and trend-forecasting magazine articles."--Publishers Weekly
"There's more to men these days than NASCAR Dads and Metrosexuals. In The Future of Men, Marian Salzman unlocks the secrets of marketing specifically to men with the kind of fresh insight and business savvy that proves the phrase 'If you want to know what a man really wants, ask a woman.' Anyone looking to transform their business will find not only an entertaining read here, but loads of practical advice."--Faith Popcorn, author of EVEolution and the upcoming In Culture
"We are at the end of the male market as we knew it. In this brilliant new book, major trends--critical for businesses marketing to men--are revealed. A new vision of what it means to be male is exposed."--Sergio Zyman, author of The End of Marketing As We Know It and Renovate Before You Innovate
"There is a sea change going on in how masculinity is defined. The Future of Men will be critical for anyone who needs to understand the trends that are shaping the new man. M-ness, the term the authors use to show what's coming, perfectly encompasses what Hugo Boss aims to satisfy in our customers."--Oliver Kastalio, Global Director for Hugo Boss Fine Fragrance and Beauty Care, Procter & Gamble
"From the trio that brought you Buzz and brought metrosexual into our everyday vocabulary, The Future of Men is a thoughtful provocation that helps connect the dots of the many divergent challenges facing men and masculinity as we head into the 21st century. The relief in their ultimate conclusion--that men indeed do have a future -- is only of some relief as, apparently, we have to shape it for ourselves! A clever and thought provoking treatise."--Rob Malcolm, global marketing sales and innovation, Diageo PLC
Praise for Next:
"Salzman and Matathia offer a dizzying snapshot of what our world might look like in the next five to ten years."--Publishers Weekly
About the Author
MARIAN SALZMAN is one of the world's leading trendspotters and executive vice-president of JWT. IRA MATATHIA is a partner in NoFormula, a strategic brand consultancy based in New York and London. Marian and Ira's bestselling business book Next: Trends for the Near Future, was published in twelve languages. ANN O'REILLY is editorial director of Euro RSCG Worldwide's S.T.A.R. group, overseeing the product offerings of the agency's strategic trendspotting and research initiative.
Table of Contents
Introduction * The Great Gender Shift * Me Tarzan, You Jane--The Biology of Gender * What Is Masculinity? * Beyond Metrosexualmania: The Ubersexual Man as King of the Castle * The Tables Turn for Women * Mass Media, Advertising & the Modern Man * Real Men and Their Real Role Models * New Rules for the Mating Game * How Are Men Handling the Sea Changes * Conclusion: M-Ness--The Bright Future of Men