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 ubersexuals 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.