Virtue Asia unveils The VIRTUE Guide to Modern Masculinity highlighting how progressive men in Asia now see emotional maturity as the true measure of strength.
Masculinity in Asia is undergoing one of its most significant cultural shifts in decades. New findings from VIRTUE Asia reveal that modern men are redefining the expectations they were raised with, embracing new expressions of care, ambition, and identity. Notably, nearly half of Indian men now say that emotional maturity is a key marker of strength—a major movement away from rigid stereotypes of the past.
According to The VIRTUE Guide To Modern Masculinity, contemporary masculinity is no longer defined by a single archetype. Instead, men today navigate a dynamic blend of ambition, vulnerability, balance, and self-expression shaped by evolving cultural narratives. This shift presents a powerful opportunity for brands to support men in expressing a broader, more fluid definition of manhood in India.
Zoe Chen, Strategy Director at VIRTUE Asia, explains:
“Masculinity in Asia is no longer a single story. Men are negotiating between tradition and self-expression, experimenting with who they are, how they care, and what success means. Our research shows this is less about rejecting the past and more about remixing it. The next generation of men is defining masculinity as a spectrum, not a template. Strength now sits alongside empathy, presence alongside performance, and identity alongside experimentation.”
Developed in collaboration with Milieu Insight and Canvas8, the report explores a regional identity shift through a 300-man survey across Thailand, Indonesia, and India, supported by conversations that uncover how men respond to emerging masculine narratives. The study identifies three new behavioural codes that are reshaping the identity of modern Indian men—each signalling where the culture of masculinity is headed next.
Code 1: The Multiverse of Men
The era of singular, one-dimensional masculinity is over. Across Asia, men are balancing inherited traditions with newfound freedom to shape identities that feel personally meaningful. From global icons to local creators, culture now offers a spectrum of masculine expressions allowing individuality to take the lead.
In India, the study breaks down masculine identity into four emerging profiles:
| Type | % |
|---|---|
| Remixers – adapting tradition to modern life | 66% |
| Experimenters – stepping beyond convention | 18% |
| Traditionalists – holding onto established norms | 14% |
| Outliers – rejecting gender labels entirely | 3% |
For brands that once relied on a singular male archetype, the mandate now is inclusivity. The opportunity lies in designing campaigns, products, and experiences that reflect plurality making space for men to explore, co-create, and evolve.
Code 2: The New Male Currency
The definition of success is shifting. Traditional indicators wealth, dominance, control—are no longer the only measures of achievement. Today, success is increasingly linked to emotional intelligence, connection, and care.
While financial markers still matter for many Indian men
(being the primary earner: 39%, wealth ownership: 44%),
modern values are gaining prominence:
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Emotional maturity – 49%
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Open-mindedness – 43%
Brands must respond to this shift by moving beyond glorified ideals of performance and power. Instead of urging men to balance everything perfectly, brands can help relieve pressure—celebrating vulnerability, supporting well-being, and redefining strength through empathy.
Code 3: The New Love Languages
For generations, men expressed love through duty: providing, protecting, doing. Today, love is being re-imagined as presence, communication, and shared responsibility. Care is no longer a silent offering—it is expressed, spoken, and co-built.
The report shows that action-based care is the dominant love language for modern Indian men, particularly in building shared futures through teamwork and responsibility.
Brands have a key role to play here: by enabling men to practice emotional presence and collaborative care—not just think about it. Campaigns that normalise accountability, tenderness, shared decision-making, and everyday expressions of affection can turn intention into real cultural momentum.
Saumya Baijal, EVP Strategy, VIRTUE India, concludes:
“The shifts in modern masculinity are critical and tectonic. It is up to brands now to shape these cultural shifts with audiences by nudging them towards more progressive, modern stances. Brands will need to be brave enough to do so, owning narratives as they build them.”