It’s time to talk about the man. It’s been a big year for women’s rights, and as the movement continues to push forward, it is becoming apparent that we need to look at the male gender and ask: Who is the modern man? There is a big shift happening in how we define masculinity, and what it really means to be a man today (NY Mag: How to Raise a Boy). For generations, male icons were celebrated for financial success, macho attitudes, and physicality - basically superheroes with bank accounts. That reality is changing, as men in society are challenging the male script that was handed down to them. There is a new focus on the emotional side of men. Recent advertisements and films are pushing commercial standards, showing fathers as primary caregivers, men with insecurities, trans and gay relationships, and media coverage about genuinely good guys. When iconic rapper Jay-Z sat down with the New York Times for a one-on-one interview about his new album 4:44, it wasn’t stories about his lavish lifestyle that caught the attention of readers, rather his honesty and vulnerability as he spoke about therapy, his marriage, and his relationship with his mother - an eye opener for many young males.

This report outlines the key influencers, brands, and products that are changing perceptions centered around men in our society today - from gender role reversal in the home, (as more fathers become stay-at-home dads) to the booming men’s pampering industry and emerging markets like male lingerie. The very definition of maleness is being expanded to include a full range of human emotions on top of positive traditional male traits like braveness and protectiveness. The idea is flexibility, rather than what is ”male” and what is not.

Influencers

Dad Moment

While millennials may be delaying parenthood, it’s not for a lack of interest in eventually becoming moms and dads. Members of this generation rated being a good parent as a top priority in a Pew Research Center survey, where 52% said it was one of the most important goals in their lives. With over a million millennials becoming parents every year, there’s a renewed sense of what fatherhood has come to represent. Dad stereotypes of absent and overworked fathers from the previous generation are being replaced with daddy bloggers and men embracing the desire to bond, protect, help, and entertain their children. According to a Boston College study called “The New Dad”, 89% of men want to take time off from work after their babies are born and think it should be paid. This stat reflects the fact that dads want to be more involved than ever and having paternity leave can help establish his role from the get-go. 

Millennial men are far more likely to have a spouse working full-time than was the case a generation ago. With more dual-career couples, child rearing is becoming more of a shared responsibility. One of these responsibilities for dads is doing their daughter’s hair, which has created some viral social media influencers thanks to their heartwarming talent. Instagram dads are up 12% from last year according to an influencer marketing agency, Billion Dollar Boy, and dad blogs are a growing category with estimates that 5% of bloggers are now dads. With new working arrangements and changing perceptions on parenting, it’s only natural that modern dads are opening up and sharing their experiences with others.

The Man Spa

For so long society has held a stigma that the typical spa day is meant solely for the women’s experience, but the focus is shifting. From special events like bachelor parties and wedding day prep to a quick destress treatment, the man spa is the new man cave. 

The number of male spa-goers has exploded in the past 12 years, creating a niche but thriving industry. The idea for Hammer & Nails came to its founder, Michael Elliot, when he walked into a salon and felt everyone staring at him. Men have a need for these spaces to feel comfortable with the concepts of getting groomed and treated to the ultimate spa experience. Men often use the sauna, steam room, and jacuzzi following a workout in the gym, so it makes perfect sense to expand this idea to full “man spas,” complete with masculine interiors, cocktail bars, cigar lounges, shoe shines, and more.

Fashion

Fashion expressionism is at an all-time high and the menswear industry is where the most boundary-pushing pieces are emerging. Men today have more fashion choices than even five years ago. New categories include men’s lingerie, “Le Skirt” suiting (Thom Browne’s Spring 18) and a greater offering of big and tall mens' sizing from stylish brands and retailers. Dadcore is a leading menswear trend that started with Balenciaga’s gawky high-waisted jeans, chinos, and windbreakers. Now, chunky ugly dad sneakers are everywhere.

Grooming

The men’s grooming business is getting crowded with new brands announced monthly. One of the latest lines to drop is David Beckham’s House 99, a thirteen-piece grooming line, ranging from hair products to moisturizers and everything in between.

Beckham opens up saying, "For me, grooming is not only about how you look, but how you feel. It’s about being comfortable, trying new things and shaping your next look. I created House 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so.” The name 99 refers to the year 1999, the year he married his wife, became a father, and won a huge soccer championship.

Subscription grooming services are a growing category for men, and it goes beyond razors. Hims has set out to educate men on the importance of personal care, while opening up the dialogue around preventative wellness. The Motely offers a curated line of high-end products that are delivered to the door.

-Heather Picquot