The perception of masculinity is evolving. Historically, men have been socialized to be providers—strong, confident, and financially successful. However, shifts in culture, gender dynamics, and societal expectations have tipped the scales. As women gain economic independence and redefine their roles, many men find themselves at a crossroads, navigating new expectations of identity and purpose. 

Rigid societal definitions of masculinity have given rise to phrases like “man up” and “turn in your man card,” which reinforce outdated ideals and make those who deviate from them feel inadequate—both by women and other men. However, data shows that traditional markers of masculinity, such as hypersexuality and the “perpetual bachelor” persona, are losing their appeal.

As these outdated constructs fade, fatherhood, for example, is emerging as a defining trait of contemporary masculinity. While past generations focused primarily on financial provision, today’s fathers take pride in active parenting, embracing their role as engaged caregivers. This shift is reflected in branding and media as advertisers move away from the clueless dad trope and toward representations of nurturing, competent fathers who confidently handle household tasks, from doing laundry to joyfully playing dress-up with their daughters.

Despite progress, challenges remain. Many men still struggle with emotional expression, and societal expectations often discourage vulnerability. However, conversations around masculinity and mental health are becoming more mainstream, signaling slow but meaningful change. 

On this episode of The New Mainstream, Whitney Dunlap-Fowler, Owner and Chief Brand Strategist, of Touch of Whit Creative, explores shifts in masculinity and their impact on culture, relationships, and branding.