WHAT HAPPENED TO MEN?THE #DADBOD TREND

Special Addition2015 Minimal Consumption Trend Report

May 2015

The consumer “The consumer” does not operate in a void: they react to their surroundings, they reflect on their realities and strive to create the space they want to live in. Therefore, we defined two mega-trends that guide the 2015 trend report :(1) minimal consumption and (2) the future of temporary.

The ConversationThe conversation has changed: people are no longer proud of their big, all consuming houses and cars. They’re showing off their uber subscription, their co-op grocery, the minimal, accurate outfit.

Minimal consumption enables you to pick and choose.• Pick what’s right for you, right now. Don’t

waste energy, resources (money, time) on anything else. Minimal Waste derives from this mega-trend.

• Minimal waste of time and money = minimal effort.

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These compliment a trend predicted by Spotrend in 2012: The Real Thing. In our annual report, 2012, we presented the strengthening of authentic values. The attempt to achieve an authentic experience is a reaction to the alienating, technological experience. We predicted that people will search real

experiences with authentic, real people.

THE #DADBOD TREND

• A #dadbod dude goes to the gym because he wants to, not because he has to.

• He has a beard sometimes. And sometimes he shaves. • He shops when and where it’s convenient.

• He is an authentic, real man.

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“..there is just something about the dad bod that makes boys seem more human, natural, and attractive…”

March 30th 2015

WHAT HAPPENED TO MEN?

From Beckham to Leo: a short His-Story★ The conversation about masculinity has shifted.

★ Men used to be metro-sexual. They grew tired of the gym, the hair-stylist, the hair-plucking. Do they want to go back to traditional masculinity?

★ While brands started presenting “real women” (Dove), men kept grooming themselves. Now the men are ready to join the minimal effort party, and preset a real self.

★ Should women find a new statement to define themselves by?

What’s the Story? A New Masculinity?

It would seem so!

After last year’s normcore and the previous year’s hipsters and beards, we’re now witnessing another, revised, normal guy. The #dadbod trend indicates that men are still interested in displaying a primal, masculine self, which is strong and self-assured.First and foremost, this will have an external manifestation.

We can predict:The resurrection of classic masculinity: o The rise of “real man” icons. Leonardo DiCaprio is already

leading the trend, at least in the media, and we can expect more non-perfect DILFs to present themselves in the very near future.

o Consuming “manly”, effortless-looking clothing brands (mind you – clothing and not fashion).

o A strong comeback of “manly” lifestyle brands, including drinks, cars and gadgets.

o More “manly” activities, and more man-only activities.

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