Products:
Viewpoint #10
The State of Man
In our State of Man issue, we look at the alleged crises facing men today. We say ‘alleged’ because our research shows that the modern male, far from being in crisis, has probably never had it so good. He earns more than his predecessors, can expect to live longer, retire earlier and most importantly, enjoy the kind of equitable relationship with his wife, partner or girlfriend unknown just a decade ago.
So it’s less of a crisis and more of a period of temporal and spiritual re-adjustment to and away from the male stereotypes he has been lumbered with: Yuppie, New Lad, Elderly Boy, Cosmocrat, Salaryman and so on.
In this issue, we look at the marketing implications of such changes; how to sell to the new modern male and design products and services for his older, wiser, cooler self, but also how to re-brand the supposed troubles he is going through as a unique marketing and selling opportunity.