The emergence of positive masculinity

With recent political events, it may be hard to imagine that we are witnessing the emergence of a more positive masculinity. White supremacist podcaster Nick Fuentes has been recently doxxed for saying "Your body, my choice." And some men have repeated those hateful and threatening words in an attempt to gain power over women. There are those who say we are seeing the rise of misogyny, and they would not be wrong. However, we may also be seeing an extinction burst of this type of behavior. Time will tell. What is also true is that we are witnessing the emergence of a more positive masculinity and the broadening of the definition of what it means to be masculine.

For younger generations, masculinity = emotional openness

According to an October 2024 Pew Research study on masculinity, we are seeing major shifts in what people, especially younger people, value in regards to masculinity. While 60% of Americans overall believe that society undervalues men who are emotionally open and caring, this sentiment is even more pronounced among younger age groups. Younger people also feel less attached to traditional masculine traits like physical strength and dominance, with only 25% of young men describing themselves as highly masculine, compared to 53% of older men. Additionally, younger men and women are more influenced by social media and pop culture in shaping their views on masculinity than older generations. Which bring us to our next two take-aways.

New role models celebrate successful female partners

Two of the most popular male partners in pop culture right now—Travis Kelce and Doug Emhoff—are exemplifying positive masculinity by embracing roles that support strong women and challenge traditional gender norms. Kelce, through his relationship with Taylor Swift, openly celebrates her success, breaking away from the idea that men must dominate in relationships. Emhoff, as the "Second Gentleman," champions gender equality and proudly supports Vice President Kamala Harris. Both figures demonstrate that masculinity can include emotional intelligence, partnership, and public support of women, reflecting a healthier, more inclusive version of manhood.

Gen Z rejects mass media masculinity tropes

Gen Z’s reaction to older TV series such as Sex and the City has been critical, particularly regarding its portrayal of outdated gender dynamics and masculinity. Many younger viewers find the male characters to be stereotypical and the romantic dynamics overly rigid, reflecting norms that no longer resonate with today's values of emotional openness and inclusivity. A Gen Z review pointed out that the show’s handling of bisexuality and relationships feels "cringey" and out of touch with more fluid understandings of gender and sexuality. Lucas Bravo, 36, the main male love interest in the series Emily in Paris, recently called the show “archaic," noting that he is not a fan of its “1990s idea that lovers pull apart, kiss [and] pull apart again.”

What does it mean?

For organizations, embracing positive masculinity—emphasizing empathy, collaboration, and emotional openness—requires rethinking how they connect with younger audiences. This shift goes beyond branding, demanding alignment with inclusive values and breaking from rigid gender norms. Beyond communications, fostering workplace cultures that encourage emotional openness and mental health support, especially for men, is essential. Policies like paternity leave and mental health resources ensure internal culture aligns with external messaging. These efforts resonate with younger generations while enhancing loyalty and inclusivity, both critical for attracting top talent and building customer trust. 

If your organization is navigating these changes, reach out to us at hello@tmrwandtmrw. We’d love to help you shape the future of work for your business.