What happened to the metro-sexual man? The most viral # in the last weeks tells us the story about a new masculinity

1. WHAT HAPPENED TO
MEN?
THE #DADBOD TREND
Special Addition
2015 Minimal Consumption Trend Report
May 2015

2. The consumer
“The consumer” does not operate in a void: they react to their surroundings,
they reflect on their realities and strive to create the space they want to live in.
Therefore, we defined two mega-trends that guide the 2015 trend report :
(1) minimal consumption and (2) the future of temporary.
The Conversation
The conversation has changed: people are no longer proud of their big,
all consuming houses and cars. They’re showing off their uber
subscription, their co-op grocery, the minimal, accurate outfit.

3. Minimal consumption enables you to pick and
choose.
• Pick what’s right for you, right now. Don’t
waste energy, resources (money, time) on
anything else. Minimal Waste derives
from this mega-trend.
• Minimal waste of time and money =
minimal effort.

5. v
These compliment a trend predicted by
Spotrend in 2012: The Real Thing.
In our annual report, 2012, we presented the
strengthening of authentic values. The attempt
to achieve an authentic experience is a reaction
to the alienating, technological experience. We
predicted that people will search real
experiences with authentic, real people.

6. THE #DADBOD TREND
• A #dadbod dude goes to the gym because he wants to, not because he
has to.
• He has a beard sometimes. And sometimes he shaves.
• He shops when and where it’s convenient.
• He is an authentic, real man.

7. Life
>
“..there is just something about the
dad bod that
makes boys seem more human,
natural, and attractive…”
March 30th 2015

8. WHAT HAPPENED TO
MEN?

9. From Beckham to Leo: a short His-Story
★ The conversation about masculinity has shifted.
★ Men used to be metro-sexual. They grew tired of the gym, the hair-
stylist, the hair-plucking. Do they want to go back to traditional
masculinity?
★ While brands started presenting “real women” (Dove), men kept
grooming themselves. Now the men are ready to join the minimal
effort party, and preset a real self.
★ Should women find a new statement to define themselves by?

10. What’s the
Story? A New
Masculinity?
It would seem so!
After last year’s normcore and the previous
year’s hipsters and beards, we’re now
witnessing another, revised, normal guy.
The #dadbod trend indicates that men are still
interested in displaying a primal, masculine self,
which is strong and self-assured.
First and foremost, this will have an external
manifestation.

11. We can predict:
The resurrection of classic masculinity:
o The rise of “real man” icons. Leonardo DiCaprio is already leading the
trend, at least in the media, and we can expect more non-perfect
DILFs to present themselves in the very near future.
o Consuming “manly”, effortless-looking clothing brands (mind you –
clothing and not fashion).
o A strong comeback of “manly” lifestyle brands, including drinks, cars
and gadgets.
o More “manly” activities, and more man-only activities.
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