# Macho Marketing Extremely masculine innovations target the manly man. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Oct 10, 2011, updated Oct 11, 2011 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/macho-marketing ## Key Figures - Trend score: 5.1/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jan 20 to Sep 24, 2011 - Published: Oct 10, 2011 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Macho Marketing trend ### Hyper-Masculinity As society becomes open to exploring gender norms, there is a push towards creating explicitly male-focused products and services. ### 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. ### Green Masculinity There is growth in sustainable products specifically designed for men, challenging traditional gendered buying patterns and encouraging men to embrace environmentalism. ## What the Macho Marketing trend means for industry ### For 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 for Macho Marketing Trend score 5.1 out of 10, from popularity 69%, activity 77%, freshness 8%. - Popularity: 69% - Activity: 77% - Freshness: 8% ## Examples of the Macho Marketing trend 7 featured examples from Jan 20 to Sep 24, 2011. - [Macho How-Tos](https://www.trendhunter.com/trends/the-art-of-manliness): The Art of Manliness Website Teaches the Rules of Being Masculine (Category: Pop Culture) Implication: 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. - [Masculinized Apartments](https://www.trendhunter.com/trends/homme-by-k-studios): Hom(m)e by K-Studios is a Decidedly Manly Bachelor Pad (Category: Art & Design) Implication: The interior design industry can leverage the trend of customized and male-centric apartment designs to create tailored spaces for clients. - [Manly Moleskines](https://www.trendhunter.com/trends/big-and-mighty): Big and Mighty Makes Masculine Journals (Category: Lifestyle) Implication: Opportunity to create stationery and office supplies with unique themes and branding. - [Manly Meaty Recipes](https://www.trendhunter.com/trends/esquires-eat-like-a-man-cookbook): The Esquire's Eat Like a Man Cookbook is Full of Testosterone (Category: Special) Implication: The Food and Beverage industry can create more meat-centric menus and develop meat products tailored to male consumers. - [Male-Focused Desserts](https://www.trendhunter.com/trends/mancakes): These Featured ManCakes are Sure to Appeal to the Macho Man in Your Home (Category: Lifestyle) Implication: The bakery industry can embrace disruptive innovation by introducing male-focused desserts like ManCakes, attracting a wider customer base and challenging traditional gender norms… - [Testosterone-Filled Tea](https://www.trendhunter.com/trends/tea-for-real-men): Billy Tea Creates an Unconventionally Masculine Ad Campaign (Category: Marketing) Implication: Opportunity for beverage companies to create ad campaigns that evoke nostalgia and resonate with consumers. - [Macho Green Grocery Totes](https://www.trendhunter.com/trends/reusable-market-bags): The Fashionable Notes Reusable Market Bags Make for Sustainable Studs (Category: Eco) Implication: Disruptive innovation opportunity: Introduce sustainable practices and materials into the fashion industry. ## Recent trend clusters - [Gentle Diagnostics](https://www.trendhunter.com/protrends/home-heart-screening) (Lifestyle) - [Targeted Macros](https://www.trendhunter.com/protrends/functional-protein-ingredients) (Lifestyle) - [Flavor Borrowing](https://www.trendhunter.com/protrends/soft-drink-flavor-mashups) (Lifestyle) - [Silent Triage](https://www.trendhunter.com/protrends/passive-health-wearables) (Lifestyle) ## Trending in Lifestyle - [Holiday-Inspired Potato Chips](https://www.trendhunter.com/trends/holiday-inspired-potato-chips) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)