Alta-male

One of Coach's favourite people, the alta-male, has has been known to value experiences above status symbols. If that sounds like someone you’re buying for, here’s your guide.

Alta-males want to engineer a rewarding work/life balance in which they play an active role in their children's upbringing rather than communicating through hard cash.

With the birth of the 'alta-male', researchers argue that traditional masculinity, associated with strength, toughness and career ambition, has been replaced by an emphasis on kindness, intelligence and empathy.

The Alta-male would even be open to changing his career if it meant he could spend more time with his family.