FUTURE OF MEN

A revealing exploration of a key market in flux, The Future of Men highlights substantial demographic shifts and their impact-from the stay-at-home dad to the new macho revival. The authors draw on their expertise as top thought leaders from the advertising world-they were the ones to create the buzz around "übersexuals" and "metrosexuals"-to show that the new definition of masculinity is a result of complex social, biological, and economic influences. From automobiles to cosmetics to consumer electronics, this cutting-edge book explains how to tap the potential of the male market.