Mega-Trend 10 Men

Exploring how brands can successfully navigate with men’s search for independence without confusion. Years of undisputed domination led men to consider themselves as stronger, smarter, more responsible, more courageous and more creative than women. However, the price to pay to “be a man” was terribly high: the amputation of any of their feminine sides. The patriarchal system then collapsed with the industrial age in western economies. In more traditional societies, the one-sex model dogma is cracking under pressure. The image of men became blurred and unstable. Men often abdicated and were left equally mutilated from their masculine heritage. Too male or not enough? This is the dilemma of modern men. In the short term, brands respond to men’s identity crisis with new routes. New men’s products and services are popping up every minute, and they address more diversified niches and untapped facets of new men. Still, this formula has a limit. Men (like women) like to have more options when it serves their independence. They want fewer choices when it reinforces their confusion. In this Mega Trend, we will be exploring how brands can successfully navigate with men’s search for independence without confusion. Seven areas of everyday life (Fashion, Cosmetics, Health, Home, High Tech, Automotive, Culture and Leisure, Love) have been scrutinized across countries (Brazil, China, Denmark, France, India, Japan, Romania, United Kingdom and the United States), revealing contrasted results. Leading companies should find creative directions in this report to better understand if they should boost or maintain the number of options offered to men and how this could be done. This edition delivers innovative concepts, fresh ideas and real-life scenarios. For the first time, we also include quantitative data from our exclusive Mood Panel to support future insights. MEGA-TREND© is a trend report, co-created by leading creative agencies and trend experts from around the world including Ana Goalabré (Douarnenez), Copenhagen Institute for Future Studies (Copenhagen), Funky Business (Bucharest), Onio Design (Mubai), Trico (Deft), The Mageborn Company (New York), Brand DNA (Paris), Imageneer (São Paulo, Brazil), Virginia Lau (Hong Kong), Y Studios (San Francisco and Shanghai) and Style-Vision (Nice). Subscribers include: Gap, Volkswagen, TWA, Burberry, Adidas, Swarovski, France Telecom, Sony, Virgin, LVMH services, Leo Burnett etc.. .

Additional Information

Brands and people mentionned in this volume include:

2channel
2exist
3Edge Solutions
Bajaj
Bald Guyz
Ballesterer
Biotherm
Butt for you
Cadbury Schweppes
CarSpace.com
Chanel
Cialys
C-In2
CityBoxer
Courvoisier
Cyril Lignac
Dandy House
David Smith
David Yuman
Drop Speaker
Emmanuel Dietrich
Ermigneglio Zegna
Fathers 4 Justice
Garrard
Gerbe
HeadBlade
Hermès
Jockey
Le comptoir de l’homme
Leah Mc Sweeney
LG Electronics
LinkedIn
Living Omnimedia
Lloyds
Loreal
Mandarin Oriental
Martha Stewart
Max Power
Most Official Bitches
MyGoodness
Nationwide
Offside
OpenBC
Paul Smith
Philips Norelco
Pimp My Fridge
Rund
11Freunde
Rykiel
Ryze
Simon Pyrke
So Foot
Somang
Sony
Spike
Stanton
Stephen Giles
STUDS
Tom Ford
Toyota
Valmont
Viagra
When Saturday Comes
Wilkinson
…"