A recent VisualGPS survey by Getty Images has revealed changing attitudes towards masculinity and manhood, with diverging views between male and female respondents on what it means to be a man.

The survey, which captured the sentiment of 500 adults in Australia and New Zealand, found that 66% of Australian men believe traditional ideas of masculinity are under attack. Furthermore, 63% of men feel they have less power today than their parents' generation, compared to 51% of women who share this sentiment.

It comes after the Australian Government's announcement of $925m in funding to combat gender-based violence and plans to roll out the next phase of the 'Stop It at the Start' campaign in mid-June. Last year, the government also launched a $3.5m healthy masculinities trial project to tackle harmful forms of masculinity and educate boys and young men on respectful relationships.

“The latest VisualGPS research reveals that both men and women are changing their attitudes around what it means to be a man, however traditional norms of masculinity still prevail among men," said APAC Head of Creative Content at Getty Images, Kate Rourke. “The findings suggest the need for more visual campaigns and education that normalise sharing emotions and model new behaviours that show the full spectrum of being human among men in an authentic way.”

In ANZ, 61% of respondents believe that the traditional attributes that men have or should have are being re-evaluated with 81% of men and 89% of women believing that men should be whoever they want to be, independent of social expectations. 84% of men and 90% of women believe that men should embrace being nurturing, emotionally sensitive, and vulnerable. However, 85% of men still believe they should be 'strong, assertive and dependable', compared to only 64% of women.

"While our VisualGPS research shows most men believe they should be vulnerable and express emotions, many still embody traditional ideals associated with masculinity, around the need for men to be strong, tough and dominant,” said Rourke. “These attitudes could be influenced by what they see on social media and harmful gender roles perpetuated in media and advertising.”

Getty Images’ ANZ VisualGPS search and download trends reveal that traditional norms of masculinity could be informing visual culture, in media, advertising and marketing. 'Businessmen' is one of the top search keywords used by Australian companies to visualise men, with almost two in three images featuring men showing them 'working hard' or in a work environment.

"Many companies could be unconsciously choosing stereotypical images of men that reinforce old ideals of manhood and what success looks like,” said Rourke. “We know the impact that visual communication can have in shaping attitudes and behaviours and the data shows that people expect more diverse portrayals of men that reflect them and the world around them.”

"Our search data indicates a need to visualise men in broader ways to help to redefine masculinity and challenge gender roles, by showing them authentically in their real lifestyles and being inclusive of their intersecting identities such as sexual orientation, disability and ethnicity.”