The Changing Male Marketplace

Today’s male is going through an evolution, and defining the gender has become a mixed bag of adjectives and definitions, ranging from traditional masculine norms, the “feminization” of men, to a backlash and reemergence of traditional ideology (“retrosexuals”). As described by Ronald F. Levant, Ed.D., MBA, in Masculinity Reconstructed, traditional masculine traits include strength and aggression, self-reliance, avoidance of femininity, restricted emotions, sex disconnected from intimacy, and pursuit of achievement and status. In the early ‘90s, the neologism “metrosexual” emerged to define a breed of men who possessed a strong concern for their appearance and a cosmopolitan lifestyle, with a disposable income and increased spending. Other commentary suggested a metrosexual was a person who, under the spell of consumerism, was an emulation of what he sees in magazines and advertising. “The emergence of the metrosexual in the 1990's through 2005 was a profound change in the traditional male gender role, which allowed men to explore fashion, food, beauty, health and etiquette in new ways,” said Katherine N. Anderson, Eastern Michigan University, in her research paper, “From Metrosexual to Retrosexual: The Importance of Shifting Male Gender Roles to Feminism.” She added during this time, men began visiting spas and salons, having plastic surgery, eating gourmet and healthy foods, and wearing male makeup.

Such a shift from these traditional norms may be based on a number of factors, such as the changing culture and society perceptions of masculinity, less importance on achievement and status, and a desire to “get in touch” with his feelings and feminine side.

Television programs like Queer Eye for the Straight Guy, Queer as Folk and Will & Grace, have also propelled the change in masculinity norms, suggesting traits of the metrosexual are taken from the gay man prototype. “Consumers have become attracted to ‘exotic or culturally related trends,” said Michael J. Yaksich, University of Maryland, in his paper “Consuming Queer: The Commodification of Culture and its Effects on Social Acceptance.” He added the breakdown of heterosexual gender norms and the redistribution of stereotypes generate profit in a consumer-driven society.
Ultimately, these monikers are simply cultural stereotypes, susceptible to the flux and flow of an ever -hanging social atmosphere. However, the result from this evolving identity is a proactive desire from men to improve their quality of life. And for retailers, addressing the needs of the modern male offers an opportunity to stock customized, male-focused products and provides another level of communication and presentation in their store that not only speaks to the female buyer, but also to the male consumers shopping for items such as anti-aging beauty products, organic and gourmet food, NFL Sunday snacks, dietary supplements and nutrients that address their unique conditions.