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42-21861896MooshImages

Confidential.n rcrcu us Crbs. 2012 Crbs Crpr.a Rghs Rsrv.

2012H1 Macro Brie

Modern Man

demographics would be expec

to reerence a more traditiona

interpretation o what separa

sexes, the denition o mascu

broadens when the Millenial

generation is put on the spot.

These young people consider

gender diferences to be

characteristics o society as a

whole, rather than something

hinders ones choices in lie.

Submissions Deadline: NovThis Macro Trend is suppored by he Mini Bries Work

Women Todayand Relationships.Please conac yAr Edior i you wish o shoo owards any o

The idealized man o

the past remains a

reerence or modern

masculinity, but a

global understanding

and acceptance o

change and progress

plays a big part in a new

defnition o a man.

The modern man is

now a gentleman, a

scholar, a comedian,a strongman, and an

athlete, all with a kind

heart. While older

New Gender

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Modern Man Over hal o men consider rais such

as empahy, eamwork and communicaion o be more

imporan o successul careers han ypically masculine

rais such as aggressiveness and compeiiveness. While

men hink o rais like advenure, power, reedom,

independence and wisdom as masculine, women also

consider rais such as amily, sensiiviy, un, aih,

happiness, love, passion and sponaneiy are descripive

o men.

Young ahers view gender equaliy as obvious, as his

group is very aware ha heir parners will mos likely

be an equal wage earner, have an equal educaion and

be equally concerned abou career advancemen and

liesyle. % o men and women are looking or exible

work hours or a beter work-lie balance, bu mos men

use a more inormal exible schedule, aking some ime

o when needed, raher ha ask or a ormal exible

schedule arrangemen.

Parens, equally, wan o spend more ime wih heir

children. Sress relaed o work and amily hasn abaed.

A recen survey ound almos % o ahers would be

willing o ake a cu in pay o be able o spend more ime

wih heir kids. To even consider aking he plunge in he

rs place is a big deal, as he young modern man eels

ha marriage is bes pu o unil nancially securiy is

here. The single liesyle remains an imporan par o

he Millennial generaion, as well he idea o pursuing a

parnership raher han marriage. Co-habiaion is ne,

as long as someone acually does he dishes.

Good ase and syle remain hallmarks o he urban male,

bu inspiraion is oen drawn rom beyond he ciy limis,

places where real men dwell. Srengh and abiliy mach

inelligence and empahy as rais dening he modern

man. Many o he menors and syle icons o perec men

remain dened by pop-culure, spors, classic cinema and

acion lms. As hese reerences become dilued by he

avalanche o modern media, an idealized man is sill looks

grea and is ough, bu will always hold he door open.

Merosexuals had heir day and have been predicably

replaced in curren adverising by a somewha clich

deniion o machismo and ques or manliness. Wih his

in mind, his revised idea o a modern man in adverising

is oen handled wih humor and over-he-op reerences

o srengh and abiliy. Men will always respond o humor

and he ridiculous.

Men are becoming aware o heir domesic shor-comings

as hes geting beter a aking ou he rash, cleaning

he house, shopping or groceries and cooking. More

men can be ound in he kichen, sirring up culinary

delighs or heir parners and amilies. Parly due o

recessionary nancial pressures and job losses, evening

meal preparaion becomes anoher domesic duy

ranserring o men. The idea o a man in he kichen

unable o maneuver a rying pan is becoming a disan

clich as more men learn ha he abiliy o preparegood, healhy ood is in ac a manly pursui, and worhy

o recogniion. Cooking doesn have o be ough and a

man doesn necessarily have o be ough o pull i o. A

modern genleman will now be able o give insrucions

on how o change he oil in a car as well as advise on he

bes way o sau shallos and scallops. Realiy elevision

50%o athers

would takea pay cutor more

time withtheir kids.

2012H1 Macro Brie

eauring charismaic and grumpy ches have urher given backup ha

abou gender, is abou who is he bes a using he ools in he kich

conscious guy looks a ood and ness as a way o improve ones menal

well being. Exercise, a healhy die and downime all play a role in his lies

The modern guy isn necessarily young. He jus pays atenion and perha

been an advocae o gender equaliy. Trying o be everyhing o everyo

be a new pressure being el by he average modern guy. Globally, here

decrease in gender inequaliy, which undoubedly is inuenced by he c

lead by progressive ciizens in progressive naions. Global change is oen s

democraic socieies will provide pleny o obsacles or a gender-blind wo

ino accoun he rapid adopion o social media, mobile phones and he ev

reach o he inerne and inormaion, can a level playing eld really be h

42-27407269Rana Faure

New Gender

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The migh o men

remains oenmeasured by nancialand career sausha mos mencanno achieve.

2012H1 Macro Brie

The uure or men looks a litle rocky, bu hes srong

enough o pu on a brave ace. The migh o men remains

oen measured by nancial and career saus ha mos

men can no achieve. Men held abou h ree quarers o he

jobs los during he recession, and men are now earning

only wo degrees or he hree earned by women. Mennow only dominae wo ou o welve posiions ha are

expeced o grow signicanly in he uure: consrucion

and accouning. Bu has no necessarily bad news, as

radiionally women dominaed occupaions, such as

eaching and nursing, will ace labor shorages i more men

do no consider enering hese elds. Recen graduaes,

boh men and women, are having difculies nding ull-

ime work, or work relevan o heir educaion. Economic

realiies coninue o seer careers and educaion choices

and i looks like once gender dened careers migh be an

easy in.

Don expec he modern man o be openly sh

any ime soon, as he new idealized man is s

and srong. Hes becoming a big hinker, a

coninues o morph and evolve, sharing, ac

undersanding become he mark o a rue

jus has o ge beter a i.

Wha This Means o Imagery Is no a s

he modern man is being dened by he

acions o a new generaion o young peo

he workplace and becoming voers. The

masculiniy sill reerences radiional sou

lm and spors icons, bu here is a big cha

in domesic rouines o conemporary rela

single liesyle, co-habiaion, exible wo

enrepreneurial pursuis, modern love and an

o gender dened career choices are all aco

he new man. Consider a look a he how

generaion is preparing or he uure, and h

dene heir role in sociey. Porrais and lie

should explore wha his new man looks

hemes o individualiy, generaions, work

ahleicism, non-radiional work roles,

riendship hemes. Images should reec h

our sociey. Masculiniy means much more

and good looks.

New Gender

Achievemen

Auheniciy

Balance

BusyChange

Choice

Condence

Deerminaion

Downime

Endurance

Exhaused

Faherhood

Friendly

Fun

FuureGeneraions

Growh

Inspiraion

Inelligence

Leadership

Masculiniy

Mauriy

Modern

Nonconormiy

Nosalgia

On he go

Overworked

ParenhoodPossibiliy

PrideReal people

Respec

Romance

Simpliciy

Soliude

Srengh

Truh

Unexpeced

Wellness

Wisdom 42-19133315TonyLaham

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