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Mega-Trend N°10: MEN
Style-Vision, May 2007, Pages: 40
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 and Leo Burnett to name but a few.
This edition delivers innovative concepts, fresh ideas and real-life scenarios.
For the first time, it also includes quantitative data from our exclusive Mood Panel to support those future insights.
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.
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