Category
Lifestyle
Gentle Diagnostics
Trend cluster
Category
Macho
Marketing
Extremely masculine innovations target the manly man.
5.1
Trend score
What's Happening
What is the Macho Marketing trend?
Macho Marketing: More macho-man products are hitting the market, including everything from male-focused desserts to housing. While men have often been encouraged to get in touch with their feminine sides, that encouragement seems to be fading as these uber masculine innovations encourage men everywhere to embrace their masculine sides without guilt.
Trend themes
Themes within the Macho Marketing trend
Three behaviours holding the trend together01
Hyper-Masculinity
As society becomes open to exploring gender norms, there is a push towards creating explicitly male-focused products and services.
02
Gendered Nostalgia
Nostalgic marketing that plays off of vintage values and retro trends is being used to evoke feelings of simpler times and traditional gender roles.
03
Green Masculinity
There is growth in sustainable products specifically designed for men, challenging traditional gendered buying patterns and encouraging men to embrace environmentalism.
Industry implications
What the Macho Marketing trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Companies are creating amped up versions of typically feminine food and drinks to appeal to male audiences.
For
Marketing and Advertising
There is a shift towards more explicitly gendered marketing and advertising, with companies focusing on targeted campaigns for different gender groups.
For
Fashion and Accessories
Designers are creating functional, fashionable masculine products that carry a message of sustainability and eco-consciousness.
Trend signals
Trend signals for Macho Marketing
Trend score 5.1 out of 10, from popularity 69%, activity 77%, freshness 8%.
Popularity69%
Activity77%
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
Europe
Evidence
Examples of the Macho Marketing trend
7 featured examples from Jan 20 to Sep 24, 2011CategoryPop Culture
Macho How-Tos
The Art of Manliness Website Teaches the Rules of Being Masculine
Fashion brands could create clothing lines inspired by traditional notions of masculinity in the way that The Art of Manliness does in its articles on dressing and style.
CategoryArt & Design
Masculinized Apartments
Hom(m)e by K-Studios is a Decidedly Manly Bachelor Pad
The interior design industry can leverage the trend of customized and male-centric apartment designs to create tailored spaces for clients.
CategoryLifestyle
Manly Moleskines
Big and Mighty Makes Masculine Journals
Opportunity to create stationery and office supplies with unique themes and branding.
CategorySpecial
Manly Meaty Recipes
The Esquire's Eat Like a Man Cookbook is Full of Testosterone
The Food and Beverage industry can create more meat-centric menus and develop meat products tailored to male consumers.
CategoryLifestyle
Male-Focused Desserts
These Featured ManCakes are Sure to Appeal to the Macho Man in Your Home
The bakery industry can embrace disruptive innovation by introducing male-focused desserts like ManCakes, attracting a wider customer base and challenging traditional gender norms…
CategoryMarketing
Testosterone-Filled Tea
Billy Tea Creates an Unconventionally Masculine Ad Campaign
Opportunity for beverage companies to create ad campaigns that evoke nostalgia and resonate with consumers.
CategoryEco
Macho Green Grocery Totes
The Fashionable Notes Reusable Market Bags Make for Sustainable Studs
Disruptive innovation opportunity: Introduce sustainable practices and materials into the fashion industry.
