The #MasculinitySoFragile hashtag trended heavily on social media around 2015 as a critique of the rigid and often absurd expectations of traditional manhood. It specifically targets products or behaviors designed to reassure men of their virility, such as 'man-sized' tissues or 'extreme' tactical versions of everyday household items. The meme serves as a satirical commentary on how some men feel their identity is threatened by anything perceived as feminine or 'soft.' Today, it remains a popular way to call out unnecessary gendered marketing and the comical lengths companies go to appeal to male insecurities.