The Future Of Men: The Rise Of The Ubersexual And What He Means For Marketing Today

"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 'ubersexual'...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 elan 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, most recently, "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 showwhat'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 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"


From the stay-at-home dad to the metrosexual to the new macho revival, trendspotters and bestselling authors of "Next "show how the role of men has evolved and what it means for business and our culture. This is a revealing exploration of a market in flux--comprising 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 that will revolutionize how we define and reach the "new" male market.
* From the team that created the buzz around the word "metrosexual"
* Businesses--from automobiles to cosmetics--are implicated in this change
* The flipside of Faith Popcorn's "EVEolution"