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

By Marian Salzman, Ira Matathia, Ann O'reilly
This is a revealing exploration of a market in flux. The Future of Men looks at the important forces shaping men's present-day and future lives and draws conclusions as to how recent and current shifts are likely to influence men's behaviours and attitudes in this new century. The authors show that the new definition of male is a result of complex social, biological, and economic influences. Men are no longer a predictable market; their desires have evolved because of the shift in the balance of power between the genders, societal expectations, and their own freedom to test products and roles that were traditionally defined as feminine. What this means for business and culture is nothing short of a gigantic gender tidal wave; marketers, advertisers, and businesses across all industries - from automobiles to cosmetics - must understand the trends that are shaping this critical population if they are to stay in the game.

Ira Matathia has spent 25 years managing and creating change in some of the world's top marketing communication enterprises. He is a partner in NoFormula, a strategic brand consultancy based in New York and London. He co-authored the books Next: Trends for the Near Future, Buzz: Harness the Power of Influence and Create Demand, and The Future of Men.



Posted December 8, 2005, 9:19 PM with category of Marketing & Sales
It's Their Turn: Watching the Men's Movement Transpire A review of The Future of Men by Andrea Learned Given this reviewer's own bias and the recent much-dissected women's market ad campaign launches (Dove or Nike anyone? ), the business world has long been in need of a comprehensive look at the other gender. Within the first few paragraphs of The Future of Men you get a sense for just how much men's societal roles are changing and how confusing that could be for marketers, let alone men themselves. Read more


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About the Hardcover

Publisher Palgrave MacMillan
Publish date 10/29/2015
Pages 242
ISBN-13 9781403968821
Language English

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