"As a result of complex social, biological, and economic influences, men are a market in flux. In this eye-opening look at the factors shaping the new definition of man, the trio of future trend analysis show that being male is not what it used to be. "M-ness" means much more today than it ever has: it means power shifts and more freedom for men. And marketers, advertisers, and businesses across all industries - from automobiles to cosmetics - must understand the trends that are shaping the needs of their male consumers." "In this tour, the future of men identifies the many causes for the change to the male experience and places them in historical context. The authors show how the role of men has evolved and what it means for business and our culture. From the stay-at-home dad to the metrosexual to the new macho revival, the future of men will revolutionize how we define and reach the "new" male market."--Jacket.