Rewriting the script of masculinity

For decades, advertising to men has often been reduced to a single, rigid narrative—power, silence and invincibility. From manly slogans to glossy campaigns, masculinity has been cast in a mold that rarely acknowledges individuality or authenticity.

However, as society began to challenge these long-held stereotypes, brands reflected this narrative and began experimenting with their messaging. The rigid stereotypes that have persisted for years are giving way to authenticity, awareness and representation. Brands are now stepping into the shoes of cultural commentators, and redefining what it means to be a man in the 21st century.

era of conformity

In the 20th century, advertising campaigns reflected a stereotypical, macho-led idea of ​​a man. Campaigns celebrated the ideal man as tall, white, and extremely powerful, with unshakable confidence and an undeniable sense of dominance.

This narrative placed undue pressure on men to conform to the same stereotypes in order to be celebrated and admired as “masculine”, often causing ordinary, working-class audiences to struggle with self-doubt. Men's products, particularly in categories such as cologne, shaving, and clothing, relied heavily on enhancing “the man's personality” by directly linking desirability to materialistic qualities. Campaigns of that era demanded conformity to tropes.

Although these themes may have been effective in selling products, they created a sense of impostor syndrome for the common man, turning them away from their intuitive, emotional side and leading them to become idealistic portrayals.

breaking the penis

Society changed at the turn of the century and advertisers broke barriers on difficult topics such as modern masculinity, stigmatized issues, and gave space to men's emotions. Harmful stereotypes not only affect women, but men also face criticism and are left out of the conversation. It was ad campaigns like Dove's #RealBeauty or #Always #LikeAGirl that paved the way for authentic, stigma-breaking storytelling. This gave the necessary impetus to marketers and advertising professionals to redefine the definition of gender through thought-provoking ideas.

This shift was particularly visible in brands tackling issues considered taboo, including mental health, wellness and finance. Rather than perpetuate old stereotypes, movements began to embrace the undervalued parts of being human in today's world.

a progressive notion

Perhaps the most transformative changes have been seen in the men's wellness category, specifically sexual health. Historically, this space was dominated by traditional condom advertisements with imagery appealing to hyper-masculine fantasies. As time passes, new-age intimate wellness brands are rewriting the script, emphasizing science, fairness, and awareness through humor, creative ideas, and grassroots activism.

Through diverse campaigns, these brands are helping normalize conversations around sensitive topics like erectile dysfunction, performance anxiety, and sexual health. Instead of relying on tropes, they foster trust by addressing real concerns with a touch of relatability, getting to the heart of the issue without trivializing it.

This authenticity resonates with a generation of men seeking not just solutions, but an understanding of the core issue. As the definition of masculinity continues to change, brands across the country are starting to align their campaigns with these new narratives. Although this progress is encouraging, it is only the beginning. There is significant potential for more campaigns to push boundaries, promote inclusivity and redefine the way masculinity is portrayed in the coming years.

(The author is Co-Founder and CEO, Bold Care)