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Traditional concepts of masculinity have been turned on their head. Men are proudly toting manbags, sporting man buns and nurturing emotional connections, with 93% of straight men saying they've cuddled another man. It’s accepted, and encouraged, to be emotionally intelligent. Meanwhile, Zoo and FHM have both printed their final pages and Playboy has gone ‘safe for work’. If bants, boobs and booze are out, how do these sensitive souls want to be spoken to?