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Future of Men
     

Future of Men

4.0 2
by Marian Salzman
 

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This is a revealing exploration of a market in flux--half the population of the world--men. The authors show that the new definition of male is a result of complex social, biological, and economic influences. From the stay-at-home dad to the metrosexual to the new macho revival, the authors reveal substantial trends and their impact.

Overview

This is a revealing exploration of a market in flux--half the population of the world--men. The authors show that the new definition of male is a result of complex social, biological, and economic influences. From the stay-at-home dad to the metrosexual to the new macho revival, the authors reveal substantial trends and their impact.

Editorial Reviews

From the Publisher

"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 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

Product Details

ISBN-13:
9781403971852
Publisher:
Palgrave Macmillan
Publication date:
09/17/2005
Pages:
256
Product dimensions:
5.87(w) x 8.68(h) x 0.73(d)

Meet the Author

Marian Salzman is one of the world's leading trendspotters and the primary author of Next: Trends for the Near Future. She is executive vice-president of JWT and was formerly a strategic officer at ad giant Euro RSCG Worldwide and founder and president of BKG Youth. Ira Matathia is a partner in NoFormula, a strategic brand consultancy based in New York and London. Ann O'Reilly is a top creative and strategy executive at Euro RSCG Worldwide. The trio's bestselling business book, Next: Trends for the Near Future, was published in twelve languages.

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4 out of 5 based on 0 ratings. 2 reviews.
Guest More than 1 year ago
This book examines trends, real and alleged, in male roles. Its main strengths are its numerous examples, interesting interviews and chapter summaries of key points, which make for easy reading. Marian Salzman, Ira Matathia and Ann O'Reilly discuss a wide range of contemporary celebrities and ideas. Readers who have been paying attention to the social changes of the past few decades won't be challenged to think more deeply, but others may find something of interest in this review of trends in the men's rights movement. Just watch out for glib generalizations based on a random list of sources that includes Web sites, small newspapers of unknown accuracy and the occasional scholarly journal. We cautiously recommend this book to popular culture vultures and to marketers who wish to track social trends.
Guest More than 1 year ago
Was surprised to realize that ubersexual came from these authors and this book! Interesting overview of everything male--the history, gender debates, relationship to women's movement, etc.--and especially how marketers ignore half the population. By end of book, I was interested in knowing why there are no academic majors in mens' studies? And why no brands spring to mind as 'getting' men? Maybe AXE?