Modern masculinity?

In my dad's youth being a man was as simple as being confident, individual, having a zest for life and thinking of your family and having a photo taken in your army issue shorts and shirt to send to them from "Somewhere In Egypt". In my grandfather's time it was, minus the photo, writing love poems to his wife in a small book from "Somewhere In Belgium"  I imagine they would have snorted derisively at adverts exhorting men to "reload" with moisturiser. We've gone through several labels from the Athena poster boy "New Man" holding a baby to ToMMNES man (Too Much Money, Not Enough Sense) and now the way to be masculine is to be 4D Man. 4D man is between the age of 15 and 40 and is "confident, individual and has varied interests and passions". I imagine if my father was alive now he would say to me "look son, be yourself and you won't need to read magazines about how to be a man".