Metrosexual men: save the male

If you believe the experts James Bond could never be an Australian. Instead most people today believe the tough, brash Aussie man is a dying breed.

And he's been replaced with a fashion conscious bloke who loves facials not football, lattes and bubbly not beer.

Clint is a self-confessed metrosexual. But that doesn't mean the radio producer and entertainment reporter is soft. Far from it.

"But don't get me wrong. I like cars. I like action movies. I loves girls. So I think thats confirmation of my heterosexuality, but I do like to look after myself. I don't mind spending $100 on a haircut or breaking the budget to go shopping."

Clint prefers window shopping to football. He knows whats the latest fashion but doesn't have a clue who got picked to play for the Wallabies. But for years Clint has been the dominant species amongst Aussie men and he's not alone. As a survey by of all people, a beer maker, found in a nationwide survey.

It show's 4 in 5 men today use moisturisers and other creams. 7 in every 10 have worn pink and 6 in 10 prefer to meet for business in cafes than the pub.

Its been the iconic image of the Australian man for decades, sunburnt, sporting, tough but even in the tough VB ads, metrosexuality crept in.

"I think girls still like the Aussie bloke but there are more and more girls that are like metro-sexuals too" says Clint.

David Beckham is arguably the quintessential metro-sexual. Brilliant football player with his own range of hair care and facial products. Other key metros as they're called include Brad Pitt, Jude Law, even Bourne action man - Matt Damon. More recently there's High School Musical heart throb Zac Efron, the epitome of the 21st century metro.

"Yes. I do think the Australian men that women are after are becoming extinct and its maybe that girls are having too much influence and making them try these girlie drinks and acting a little bit feminine" says Natasha.

23 year old Natasha Colo wants a bloke ... not a metro, not a yobbo, just a run of the mill Australian guy. And as hard as she tries, she can't find one.

"Maybe they're staying at home with their parents but the ones that are out and socialising seem to be a bit more metro and focusing a little bit more on themselves rather than finding the right girl" says Natasha.

"Just your average guy who makes a girl feel like a girl, and is not in competition fighting over the mirror, investing in more products than a girl does."

That doesn't mean they want beer swilling blokes on the hunt for a punch-up, just someone a bit tougher.

"I don't want to walk into a pub and see manty-hose, thats the last thing I want to see. The things Barons hears all day long is the Aussie male as we know it is dying, a very scary thing."

Pub owner and brewer Scott Garnet from Barons Beer is fighting back, launching a nation-wide campaign called...

"Save the males. Were out to save the males and bring back the Aussie guy. The mid ground."

In a world of bistros, cafes and lattes, Scott has schooners, pints and pies and he doesn't intend changing.

"With the trends of people being too politically correct and taking themselves too seriously, we're losing the great Aussie male of today. People need to be able to laugh at themselves and let men be men," says Scott.