While men who brutalize and manipulate represent one form of perversion (the kind companies now put their dollars into supporting), men who sit passive, complacent, spiritually and emotionally frail, represent another. So also do men who rebel against their sex by acting like women. And too many classrooms that celebrate this perversion act as accomplices to confusing the boys (and girls) of today. 

The American Psychological Association recently contributed its thoughts on traditional masculinity, telling us that it’s mainly a semi-harmful social construct. This week, Gillette has added its two cents on “toxic” masculinity in a now-viral advertisement. The main point: men must hold other men accountable “in ways big and small,” especially as it pertains to sexual harassment and bullying. This is important because, apart from the incentive of selling shaving products, the boys watching today will be the men of tomorrow.

Backlash has ensued. The commercial has almost half a million likes with twice as many dislikes. Many decry the characterization that men today are sexual harassers who sit around at barbecues and let kids beat each other up, mumbling between beers that “boys will be boys.” The commercial, some say, promotes a view that all men are rapists and bullies.

Others heard it as yet another call to be less rugged, more domesticated, more conceding to the feminism of our time. Another attempt to paint us as unstable in order to take away sharp objects. The virtue that men and women have equal value has devolved into the vice that pretends men and women are the same.

But many embrace the message because it calls out a strain of men that do exist in our society — brutes who use their strength and power toward corrupt ends. Whether that end entails touching a female inappropriately or harassing someone smaller, God’s people — like God himself — will confront such violence and abuse.

Narrowly speaking, the message that seeks to protect our women and children deserves our hearty amen, regardless of whether Balaam speaks it. We too stand firmly, unequivocally against that imposter called brutality. But this is one perversion today that is profitable to stand publicly against. Another distortion, less financially beneficial, has slipped quietly under the radar.

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