In recent years, the world has experienced a flourishing of the acceptance of the diversity of individuals and the freedom of self-determination. Therefore, along with brands without a pronounced gender identity, there are brands that reconsider the gender roles that have been formed and expand the audience at the expense of the other sex.
Some "male" brands do not exclusively appeal to men today, because they notice a gender bias within the target audience. For example, 30% of whiskey consumers Johnnie Walker in India and Asia are successful wealthy women and business ladies. 12% of Harley-Davidson sales in the USA in 2014 were also provided by women.
Such brands today help women to train their will and fulfill their ambitions. A striking example of female empowerment in Russia is the Nike campaign "I'm only better".
To the masculinity of women, society is more tolerant than to the femininity of men. The study of Theo Lieven, mentioned above, also confirms this fact: a man is less likely to choose a "female" brand than a female is to pick a "male" brand. Probably, this is due to the patriarchal way of life that existed in different societies (including Russian) for centuries.
Representations of the "masculine" are more conservative, but despite this, men in our time are given new gender roles, primarily within the family. Today, being a caring father and caring for a child for a man is just as important as making money.
In Russia, the pioneer of this movement in 2011 was the baby food brand FrutoNyanya, which made the main characters tender and caring fathers and thereby showed the general public a new model for family relationships.