As traditional concepts of gender continue to blur, examples of male sentimentality continue to rise. The era of tough love is fading. It is being replaced with a confidence in emotion as well as a better understanding and acceptance of such displays of affection that were once considered the root of weakness. Now male sentimentality is welcomed as a different type of strength.
As those who identify with a masculine gender embrace male sentimentality, a new ideal is beginning to evolve. This has effected everything from pop culture to marketing strategies and even merchandise designs. For instance, instead of purchasing dad's tool belts and other traditional 'masculine' product, children are opting for gifts of affection including beer glasses engraved with loving messages and portrait series that show fathers in a different light.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
