The issue of advertising and marketing pressure towards a conforming image of what "young males" should be/look/smell like is a similar one to that of females. Not conforming to this image is often seen as a rebellious act, and depicted with shame for not following the holy rule of capitalism. Yet when such products are partly responsible for the destruction of our ecosystem (single-use products, greenhouse gas emissions from aerosol deodorants), it becomes a moral duty to rebel.