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Strong. Tough. Dominant. Traditionally, these are the characteristics associated with masculinity. But do men still see themselves this way? The global resurgence of the masculine energy debate says they do – from the most influential voices to the anonymous hordes lurking in every comment section, modern understandings of masculinity are evolving.
If there is anyone well placed to have a clear view on visual expressions of masculinity it’s Kate Rourke, director and head of creative for APAC at Getty Images and iStock. Here, Rourke shares insights and research analysis, laying out a pathway for marketers to successfully navigate the nuances of reflecting masculinity in a landscape that is evolving before our eyes.
Modern understandings of masculinity are not only evolving, they’re also nuanced. Unlike their global counterparts, Australian men believe that masculine energy is authentic to each individual and can take many forms. For marketers, this may sound positive, but it reveals a gap in the way men are represented in visual media.
Getty Images has always provided unmatched creative expertise through our team of visual experts and our award-winning VisualGPS program. As society continues to grapple with its definition of ‘traditional masculinity’, we’re dedicated to understanding how today’s consumers think and feel to help marketers and brands make data-backed decisions regarding the visuals they choose to meet the real and evolving expectations of consumers.
Understanding Australian attitudes towards masculinity
Our research reveals that attitudes about what it means to be a man are changing in Australia. The definition of masculinity for Australians is greatly expanding, with manhood now encapsulating vulnerability, individuality and emotional intelligence. It makes sense that modern manhood should reflect the shifting roles that men need to play.
This is especially true where the workplace is concerned. Instead of progressing their careers or achieving success, our VisualGPS research reveals that Australian men place work-life balance above all else, especially when compared to other parts of the world (56 percent compared to 46 percent globally), and even more than it is to Australian women (47 percent).
More than three-quarters (80 percent) of Australian men consider empathy and emotional intelligence important markers of a man’s strength, putting their families and loved ones first in 2025. This suggests that marketers should consider depicting their softer side in visual content.
While organisations are divided, Australian men are embracing modern masculinity. Visuals are shifting away from the image of the career man, as search trends from Getty Images reveal. Marketers are now downloading visuals showcasing men in lifestyle settings more than in business contexts for the first time, a change from just a year ago when the opposite was true.
When men are seen in business settings, they are more likely to be shown working collaboratively with others rather than merely being represented as leaders. The majority of them (81 percent) also believe that men should be whoever they want to be. No matter what society’s expectations are, men care about being authentic to themselves – and want to see their most vulnerable, emotional and real selves in visual content.
The visual representation lag
To reassure audiences, marketers should prioritise authentic portrayals of men that reflect who they really are and what they care about. By staying true to their brand values and focusing on what resonates most with their customers, brands can explore perspectives that are often overlooked by mainstream media. Our VisualGPS research highlights a significant gap between consumer perceptions of masculinity and the way brands currently portray it. Marketers should know that the change we’re seeing is an evolution, not a revolution.
By taking small, thoughtful steps now, brands have the opportunity to more accurately capture today’s evolving views on traditional gender roles. Despite these shifts, ‘Businessmen’ remains one of the top search keywords used by Australian companies to showcase men. In contrast, men value external validation less and less as they age (38 percent of Gen Z men prioritise it compared to 9 percent of Boomer men), suggesting there’s more to life than the grind.
In their visual content, brands can look to expand their lenses of identity and make a conscious effort to include men who are often excluded from the picture. When using visual content, men with disabilities, LGBTQIA+ people and blue-collar workers are the least downloaded (making up less than 2 percent and 10 percent respectively), with men aged over 60 being downloaded three times less than their younger counterparts.
To challenge the traditional views of masculinity, the data indicates a need to visualise men in broader ways. Brands can do this by showing them authentically in their real lifestyles and being inclusive of their intersecting identities such as sexual orientation, disability and ethnicity.
As leaders call for more ‘masculine energy’ in the corporate sector, resonating with today’s consumers is becoming harder than ever for brands. But even as sentiment and expectations shift, our data consistently shows that meaningful impact comes from a deep understanding of what really matters to them. If brands want to prove to consumers that they’re listening, marketers need to set the tone when it comes to authentic representations of gender, rather than getting caught up in the noise.
