We need to talk about “electro masculinity”; caring for climate is strong and hot, not feminine
Opinion by Mathew Carr
To stoke the male ego…(if this is what you want) … we can counter the toxic petro masculinity pervading popular culture by invoking “electro masculinity”.
Elon Musk, for all his faults, deserves credit for already doing this with his sporty cars and massive oblong home batteries.
Just an idea: tell your man, son, brother, dad that electricity is sexy…and not just the frisson between you and he.
DW is worth reading:
…”This is something car companies have also begun tapping into.
Some are now marketing EVs as major man machines that can charge drills or become generators if a storm cuts off power.”
Notes
https://chatgpt.com/s/m_6a0567f04ee881918dcba39c5e15e18b
Yes Elon Musk has done something like this — not exactly like the image you generated, but Musk and Tesla have absolutely tried to make home batteries and solar products feel aspirational, sleek, and even “sexy” in a design/lifestyle sense.
A big example was the 2016 launch of the Tesla Solar Roof and Powerwall 2, where Musk staged the event on the Desperate Housewives studio backlot to present an idealized futuristic suburban lifestyle. Journalists at the time explicitly described it as Tesla trying to “make solar sexy.”
The aesthetic Tesla uses is usually:
- minimalist luxury homes
- cinematic lighting
- attractive modern families/couples
- Apple-style product photography
- lifestyle branding around “energy independence”
rather than overtly sexual imagery like your generated ad.
Tesla also increasingly runs polished Powerwall advertising now, including cinematic videos about blackout protection, flood resistance, and off-grid living.
There’s also a long-running perception that Tesla under Musk sells a lifestyle identity as much as a product — something many commentators and fans have noted for years.