Trendspotters and bestselling authors of Next show how the role of men has evolved and what it means for business and our culture This is a revealing exploration of a market in fluxhalf the population of the worldmen. The authors, top thought leaders from the advertising world, show that the new definition of male is a result of complex social, biological, and economic influences. From the stay-at-home dad to the metrosexual to the new macho revival, the authors reveal substantial trends and their impact. From the team that created the buzz around the word metrosexual Businessesfrom automobiles to cosmeticsare implicated in this change The flipside of Faith Popcorns EVEolution