The purpose of the research is to explore Gennerations Z's and millennials' perceptions of masculinity in advertising. This can help advertisers to understand what type of masculine character to focus on and whether advertisers' offered version of masculinity is in alignment with consumer preferences. Research methods consisted of an extensive literature review process and quantitative research methods such as survey research of younger consumer segments such as Generation Z and millennials. The empirical results were analyzed using the SPSS 23 statistical software program. The research found that consumers tend to approve of modern masculinity in advertising more than traditional ones, with women approving of modern in slightly more convincing numbers than men. The research also found that consumers give preference to the display of affection and love and depicting masculinity less stereotypically in modern masculinity advertisements.