It’s widely believed that women dominate household purchasing decisions – but while this was certainly once true, has it changed over time? In light of new statistics, more and more companies are gearing their offerings and marketing towards men. But are they reaching them?

Do you have a beard? Do you wear checked shirts? Do you look like you've just come in from chopping wood? Yesterday’s urban male, the metrosexual, was clean shaven and tidy. Today, a new tribe of men has emerged. Meet the Lumbersexual.

For years ‘authenticity’ was the holy grail of marketers and product innovators worldwide. But now, the Tumblr generation are redefining authenticity. In this mashed-up, copy-morph culture a new generation of consumers are calling bullshit on the old-school authenticity claim. And if ‘authenticity’ is passé, then what does it mean to be ‘genuinely phoney’?

Online retailer Zady sells products with a story. Founded by Ms. Darabi and her friend Maxine Bédate, Zady sells clothes dyed in a 1869 family owned factory, paperclips from a 1931 stationery company and leashes from a company founded by two friends who met while walking their rescue chihuahuas.