The New Male Consumer

Never have people been less sure of what it is that makes a man. The ability to be a breadwinner has vanished with the economic squeeze, and early 21st-century machismo in the boardroom is being supplanted by women, who, in the words of Facebook COO Sheryl Sandberg, are ‘leaning in’ at work.

Against these changes, men in their mid-20s and early 30s are undergoing a revolution in their personal and professional lives that has far-reaching consequences for brands, agencies and retailers attempting to address the conundrum that is the Re-con Man. In this presentation we identify and explore Re-con Man-related trends including: Commitment Pros; Plate-spinner Men; VIPeers;New Porn Rising; Ladiators; Re-valorised Sport; Re-con Junk; Alpha Snacks; Man-ventures; Re-con Retail and the Return of the Boozer.