FOREVER YOUNG: LOOKING GOOD IS A COMPETITIVE ADVANTAGE
If 50 is indeed the new 30, the modern man needs to look the part. To that end, men are now turning to anti-aging lotions, creams, voodoo,and pretty much anything else they can get their hands on in an effort to stay young-looking and stave off their “distinguished” years.
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WATCHING HIS FIGURE
The diet industry has always catered to women, and for years dieting as a preferred means of weight loss was seen as almost exclusively female. Diet products and services now, however, are growing savvy to a broad male market. The problem has never been that there isn’t a need: Weight loss is at least as much an issue for men as it is for women. The crux was always men’s attitudes toward dieting. What marketers are discovering is that, with the right positioning of their products, men are more willing to engage in a diet regimen.
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ISN'T IT BROMANTIC?
More than ever, single men are entering into exceedingly fulfilling emotional relationships with—believe it or not—other men.
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PLAYING BY HEART: MODERN MEN GET IN TOUCH WITH THEIR EMOTIONS
Evidence of the modern man’s continued evolution can be seen in the personal qualities he prioritizes. According to a study conducted by Spike TV, two-thirds of men (67%) consider honesty the most important attribute they can possess. Being smart (54%), successful (53%), caring (51%), and good-humored (45%) rounded out the top five attributes in order of importance to men. Stereotypical values, like strength (32%), toughness (19%), athleticism (15%), and aggressiveness (11%), are no longer seen as the key ingredients of masculinity.
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REAL MEN WEAR JEWELRY
In accordance with their broadening attitudes toward grooming and aesthetics, men are buying more jewelry than they have in 30 years. Between 2004 and 2006 alone, annual sales of men’s jewelry doubled, according to Unity Marketing, a research firm in Stevens, Pennsylvania. And perhaps more importantly, this growth in sales reflects a change in how men perceive jewelry as a personal statement. More than half of the 1,052 men surveyed by Harris Interactive reported that they view grown men wearing jewelry—beyond watches, wedding bands, and cuff links—as “fashionable” and “sophisticated.”
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MONEY WELL SPENT: BUYING QUALITY HAS NEVER BEEN MORE TIMELY
According to a recent study commissioned by GQ magazine, “What Men Are Buying,” male consumers are scaling back the volume of their purchases, but almost unanimously they are refusing to compromise on quality. Men may be lingering longer at the sale racks, and learning to seek out the best deals through comparison-shopping, but ultimately they are still purchasing the same quality goods they always have, rejecting the idea that higher quality should be sacrificed just to save a buck.
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