It used to be that women couldn't open their own bank accounts. Depending on how far back you go, they couldn't even own property. In this context, women really needed to get married if they wanted to do anything. For this and many other reasons, the bar was lower, men could get married with less effort. Nowadays women can do anything and the only reason for them to want a man is if they want to, so you actually have to put in effort now.
Also, gender roles are changing and there's no clarity as to what being a man is supposed to mean in 2025. If it's not protecting and providing, if it's not dying in war, then the purpose of men is undefined as of now, and there's a tendency to want to return to the older gender roles.
And late capitalism is stressful, and men aren't going to college as much these days. There's lots of reasons but this is what i can remember in five minutes

This is actually an ongoing process starting with the Vietnam War and the war on terror.
I'm only barely old enough to remember how, in the 90's in Europe, everything that came from the US was cool and everything local was lame and embarassing. People older than me probably remember it being even more so before.
Nowadays that's only true for movies. I genuinely think that the US's imperialistic behavior has spoiled the goodwill earned from WWII, in combination with the internet shattering the monoculture that the US used to dominate.