Category
Marketing
Fan Immersion
Trend cluster
Category
Lumberjack
Obsession
The antiquated profession permeates markets as a symbol of masculinity.
4.9
Trend score
Trend
What is the Lumberjack Obsession trend?
Lumberjack Obsession: As movements like Movember continue to accelerate the appeal of masculinity, the image of the lumberjack is re-entering popular culture. This shift towards hyper-masculinity acknowledges male consumers using nostalgic, iconic imagery, and is most effectively being adopted as a way to market typically female-targeted products to men.
Trend themes
Themes within the Lumberjack Obsession trend
Three behaviours holding the trend together01
Hyper-Masculinity Marketing
Creating a cultural shift towards hyper-masculinity that acknowledges male consumers by using nostalgic, iconic imagery.
02
Contemporary Rugged Aesthetic
Developing contemporary and youthful takes on the traditional, rugged aesthetic of fishermen and lumberjacks.
03
Charitable Movember Campaigns
Creating charitable movements and campaigns, such as Chunky Movember, to raise awareness for men's health issues.
Industry implications
What the Lumberjack Obsession trend means for industry
Where the trend changes the playbookFor
Fashion
Exploring the use of traditional rugged clothing, such as plaid and chunky knits, in creating fashionable looks for men.
For
Food
Combining charity and food marketing to create innovative contests and campaigns that raise awareness for social issues.
For
Advertising
Developing attention-grabbing ad campaigns that tap into cultural movements, such as Movember, to promote a product or service.
Trend signals
Trend signals for Lumberjack Obsession
Trend score 4.9 out of 10, from popularity 66%, activity 73%, freshness 8%.
Popularity66%
Activity73%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Lumberjack Obsession trend
4 featured examples from Dec 13, 2013 to Nov 10, 2014CategoryFashion
Layered Lumberjack Portrayals
The FT How To Spend It Editorial by Diego Merino is Rugged
Opportunity for creating multi-functional and eco-friendly clothing for outdoor enthusiasts
CategoryFashion
Youthful Lumberjack Lookbooks
The HAUTEAM Spring/Summer 2015 Collection is Plaid-Accented
Disruptive innovation opportunity: Explore new materials and manufacturing techniques to create sustainable fashion options.
CategoryLifestyle
Mustache Soup Campaigns
Campbell Created 'Chunky Movember' to Raise Awareness for Men's Health
Disruptive innovation opportunity: Introduce unique product promotions and collaborations to drive consumer engagement in the food and beverage industry.
CategoryFashion
Rugged Fisherman Editorials
Design Scene's HARBOUR Exclusive Boasts Hipster-Themed Attire
Opportunity to target the male consumer market with rugged and hipster-themed attire.
