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This white paper is the next chapter in Euro RSCG Worldwide PR’s commitment to the study of the future of men. Since 2003, when Euro RSCG popularized the “metrosexual” concept, the agency has been at the forefront of the movement of marketing to men. “Male in U.S.A.” draws on this long history, plus the results of recent proprietary studies, independent research and insights gained through ERWW PR’s global trendspotting network, connecting the dots between all of them. Men in the United States today have many differences, but there are commonalities, and this paper addresses both. To try to accurately illustrate a portrait of the American man, it looks at demographics, the wealth illusion, the effects of the recession, male icons in Hollywood and beyond, cars, technology, the banking industry, love and second chances, among other diverse topics. A conclusion offers a list of 10 points helping to define the American male in 2011.