Category
Lifestyle
Assisted Choices
Trend cluster
Category
Mass
De-Feminization
Standard feminine products are given a hyper-masculine twist.
2.5
Trend score
Trend
What is the Mass De-Feminization trend?
Mass De-Feminization: The topic of whether or not men feel properly addressed in media is not often discussed. Now, gender lines are blurred and men are more vocal about their thoughts on gender equality. Thus, companies are re-inspecting branding practices to not only include men, but to make them comfortable using products previously perceived as feminine.
Trend themes
Themes within the Mass De-Feminization trend
Three behaviours holding the trend together01
Gender blurring of products
More products previously perceived as feminine are being designed to include men in their branding and be comfortable for them to use.
02
Masculine marketing
Companies are targeting men with traditionally feminine products or services, using masculine branding and marketing techniques.
03
Gender-neutral fashion
Designers are combining classic, high-fashion and vintage styles to create gender-neutral clothing pieces that appeal to both men and women.
Industry implications
What the Mass De-Feminization trend means for industry
Where the trend changes the playbookFor
Personal grooming
Business professionals in the personal grooming industry can explore creating more unisex products or products designed to appeal to men in traditionally female product categories.
For
Food and beverage
Business professionals in the food and beverage industry can target male consumers with traditionally feminine products by using masculine branding and advertising techniques and focusing on health-conscious options.
For
Fashion
Business professionals in the fashion industry can create gender-neutral clothing lines that appeal to both men and women and focus on combining classic, high-fashion and vintage styles to create unique pieces.
Trend signals
Trend signals for Mass De-Feminization
Trend score 2.5 out of 10, from popularity 28%, activity 39%, freshness 8%.
Popularity28%
Activity39%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Mass De-Feminization trend
5 featured examples from Nov 13, 2012 to Mar 11, 2013CategoryFashion
Manly Cosmetic Satchels
The Dewars X FSC Travel Bag is a Masculine Carry-On For Your Bike
Potential to design and sell stylish and functional bags that cater specifically to men's needs and preferences in the fashion industry.
CategoryLifestyle
Masculine Brogurt Treats
Powerful Yogurt Targets Manly Men Who Want to Find Their Inner Abs
Disruptive innovation opportunity for companies to create and market food and beverage products that target specific gender demographics.
CategoryLifestyle
Masculine Diet-Assisting Ads
Molson Canadian 67 Positions Itself as the Beer for Guys on Diets
There is an opportunity for alcohol brands to position their products as part of a healthy and/or masculine lifestyle by focusing on low calorie or low alcohol options.
CategoryFashion
Dapper Masculine Aprons
Trvr's Gentleman's Apron Mixes Designer Fashion and Workplace Apparel
The fashion industry can capitalize on the trend of creating dapper workwear by designing and producing stylish and functional aprons for men.
CategoryLifestyle
Macho Scented Candles (UPDATE)
Santa's Beard Candle Radiates All That Is Caught in the Jolly Beard
The home decor industry can explore incorporating unique and distinctive scented candles to enhance the ambiance and appeal of living spaces.
