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.
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Editorial Reviews
From Publishers Weekly
There have been several attempts to establish an umbrella term to serve for men as "feminism" has served for women, note the authors. "Masculinism" hasn't quite sparked interest in the "popular imagination," and while "Metrosexual" remains firmly rooted in everyday vernacular, it only applies to a specific section of the male population. Cue the emergence of the latest buzzword to be hyped by trend spotting trio Salzman, Matathia and O'Reilly (Next: Trends for the Near Future)- "M-ness" (or "My-ness") which is loosely defined as men who "do exactly what it takes to get what they want, when they want it." This can include finding an attractive partner (male or female), achieving power and wealth, and honing one's health and physical prowess. According to the authors, this "Dawning of the Age of M-Ness" is in direct response to social-psychological shifts taking place between the sexes, where the "female's need for the male... is tied to biological function rather than the provision of food, shelter, protection, or even comfort." Written with great élan and hyperbolic vigor, the book features a liberal dose of media and pop-cultural references alongside excerpts from 70 interviews conducted with "real people." Based on these observations, the authors have identified what they believe to be the pinnacle of M-ness- the "Ubersexual" -an extension of the metrosexual, minus the sexual ambiguity. (For example, both Metrosexuals and Ubersexuals like to shop, but the Ubersexual is more focused and only purchases items that "enhance his collection.") 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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Review
"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
"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
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Most Helpful Customer Reviews
15 of 15 people found the following review helpful:
2.0 out of 5 stars
Skirts the Issues,
By Jonah (Timbuktu) - See all my reviews
This review is from: The Future of Men: The Rise of the Übersexual and What He Means for Marketing Today (Hardcover)
This had potential, but ultimately doesn't deliver. The authors do a fairly good round-up of how men have been consistently portrayed as bumbling idiots in advertising, and how that isn't really flying that well with male consumers. (Wow, what a surprise!) Things are indeed changing. However, they drop the ball when they attempt to come up with the hip definition of the "new male," what they call the ubersexual. They spend only a paltry few pages on what they believe this new trend actually is, and clearly show they are out to lunch on the topic. Advice for the authors: talk to real men who don't work on Madison Avenue, and stop relying on yesterday's market surveys. Is this why advertisers still don't get it when it comes to men ages 18-34? Yes.
12 of 13 people found the following review helpful:
1.0 out of 5 stars
The lack of insight is startling,
By Analog Bubblebath "The world spins at 33.3" (New York, NY United States) - See all my reviews
This review is from: The Future of Men: The Rise of the Übersexual and What He Means for Marketing Today (Hardcover)
I worked with two of the authors at their former ad agency, Euro RSCG. Given the thousands of hours they have spent in consumer focus groups, I was amazed and ultimately annoyed by how stultifying obvious many of their "observations" are. If a marketer actually finds this book useful, his company is in a ton of trouble.
10 of 13 people found the following review helpful:
1.0 out of 5 stars
Pointless,
This review is from: The Future of Men: The Rise of the Übersexual and What He Means for Marketing Today (Hardcover)
Why must we always have to re-define men and put them into a certain category? And what purpose does it have? This book, just like the whole idea of creating new words to define men such as "meterosexual" and "ubersexual", is pointless and a lame attempt for somebody to get money and coin a silly name that won't do much of anything to how men look at themselves in general.
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