Post on 02-Dec-2014
description
transcript
SCIENCE OF THE TIME TREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
NEW MASCULINITY- GROOM ME UP- COPING WITH NOT BEING ON TOP- VIRILITY SUPPORT, PLEASE
VIEW5 ICONIC
EXAMPLES
THEMES
TREND
SCIENCE OF THE TIME TREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
Breaking Bad is a series produced by HBO, which is hugely successful all over the globe. It is plotted around
a guy named Walter White who is in in his fifties and works as a chemistry teacher, a job for which he is utterly
overqualified. When Walter hears he will die of lung cancer, he becomes, in order to leave his family in good financial conditions, a superior meth producer. As such,
the exceedingly decent teacher and loving father and husband transforms himself in a felonious Robin Hood.
Welcome to a world in which not all men are on top.
1.BREAKING BAD
SCIENCE OF THE TIME TREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
When Old Spice released a product line for men, including shaving gel, deodorant, soap, body wash, all advertised in witty commercials, they focused on ‘real
men’. In the commercial they aimed directly at the men’s wives and girlfriends, claiming they could now “smell a
real man”. Of course the cologne will not make men more
masculine, they are obviously mocking the stereotype, and not unsuccessfully. The commercial with NFL player
Isaiah Mustafa went viral and Old Spice effectively reinvented itself as a modern masculine brand, albeit
with traditional values.
2.BACK TO THE
OLD SPICE
SCIENCE OF THE TIME TREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
Cristiano Ronaldo or CR7 is not just a virtuous football player. He also wants to look good both on and off the
field. He sometimes even changes his hairstyle during a match, which has resulted in people making jokes about
him (e.i the one with the hairdryer). Not that Ronaldo would care: he makes billions using his pretty boy status
in underwear commercials.Ronaldo’s distinctive, paradoxical style on and off the
pitch makes him hard to pinpoint. On the one hand there is his flair, style and girly body treatment, typecasting him as somewhat of a metrosexual. On the other hand, there
is his status as a global soccer hero that makes him a real man. After all, being a sports icon is the ultimate
embodiment of (traditional) masculinity.
3.CR7:RONALDO
SCIENCE OF THE TIME TREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
Hammer & Nails is a nail salon where men can get a manicure. Manicures are conventionally catered at
women, but why can’t get men get their hands done? The salon is not your average salon with robust chairs
and dark colors, but totally made for the masculine man, that still wants to look good.
4.HAMMER & NAILS
SCIENCE OF THE TIME TREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
Whether it is making your own whiskey, beer or furniture, the revival in the art of craft is most certainly represented
in New Masculinity. In an age of mencession in which robots have been
replacing (male) factory workers, there is resurgence discernible in today’s society in which men have an
increased desire to manually make things themselves. This often takes places in traditional places like old
factories, but the praxis of say, brewing beer and stoking liquor can also easily occur in your own basement. Alone or accompanied by friends, this is the much
discussed shedism anno 2014.We previously wrote about “where ‘s the cowboy in me?”
and “jackass moments”. Men could now refer to questions like “where’s the maker/hunter/explorer in
me?”.
5.BREWERS, MAKERS &
HUNTERS
SCIENCE OF THE TIME TREND RESEARCH & INNOVATION NETWORK 5 ICONIC EXAMPLES WWW.SCIENCEOFTHETIME.COM | WWW.SIGNS-SEEDS.COM JOIN OUR MAILINGLIST
Contact Us
Carl Rohdecarl@scienceofthetime.com+31(0) 6 212 431 14
Thomas Spronkthomas@scienceofthetime.com+31(0) 6 211 613 37
IMPLEMENTATION
HOW TO MAKE THIS TRENDWORK FOR
YOU?
INSPIRATION
INNOVATION