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MARIAN SALZMAN is Head of Creative Strategy at J. Walter Thompson, USA and ranks amongst the world's top five leading trendspotters according to publisher VNU. IRA MATATHIA and ANN O'REILLY are top Creative and Strategy Executives at Euro RSCG Worldwide, USA. The trio's best-selling business book, Next: Trends for the Near Future, was published in twelve languages and sold over 100,000 copies worldwide.
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.
The Future of Men
Acknowledgments; Introduction; The Great Gender Shift; Me Tarzan, You Jane: The Biology of Gender; What Is Masculinity, Anyway?; Beyond Metrosexualmania; That Was Then: Man As King of the Castle (And Everywhere Else); And This Is Now: Women Get Theirs; Big Screen, Small Screen: Mass Media & the Modern Man; Real Men, Real Role Models; The Mating Game; How Are Men Handling the Shift?; M-Ness: Or Why The Future of Men May Be Brighter Than You Think
MARIAN SALZMAN is Executive Vice President at J. Walter Thompson, USA. IRA MATATHIA is Managing Director, Taxi Advertising, New York. 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...