"Men should be less masculine"
That's not even remotely what the message has been, unless your definition of 'masculine' is mocking other men for being emotional and taking an interest in things that are deemed 'girly' or 'gay,' scolding little boys for the same things, dismissing bullying and sexual harassment in schools with "boys will be boys," objectifying women, gendering jobs and household chores as either men's or women's work, etc.
The message has simply been to stop doing those things.