It's about making everyone's psychological patterns more similar. Look at how women are forced to conform into a narrow definition of beauty and feminine autonomy to the point of erasing all ethnic and national variation. Same with childhoods which revolve around certain activities and even brands of products.

It's not so much an intentional but a side effect of mass production where goods sold are dependent on regular consumption. No regular consumption within tolerances then no goods produced. Men are no less victim to the structure of production than any other demographic. Only the richest members of society may be free to live what we think of today as eclectic life styles (where consumption is a tertiary concern).