Normativity by definition is related to actions/outcomes that society deems good/desirable/permissible; non-normativity, the opposite. Societal goals are always a moving target, so it follows that normativity is as well.

My dad still uses language like "C'mon! Be a man and do {this thing}."

Personally, I believe when I'm old and crotchety the winds of society will leave my language at something like "C'mon! You should do {this thing}." and leave the gender out of it entirely.