The Future of Men The Rise of the Übersexual and What He Means for Marketing Today

A revealing exploration of a key market in flux,The Future of Menhighlights 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 "ubersexuals" 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.

MARIAN SALZMAN is one of the world’s leading trendspotters and executive vice-president of JWT. IRA MATATHIA is development/integrated strategy director, TAXI, Inc., New York. 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.

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 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