This seems completely back to front to me. Surely it's men that have greater societal expectations of stoicism, toughness etc. than women, and fewer options for social support. I'm sure we all know about higher rates of suicide in men. These are often linked to the types of pressures I mention.
Apart from that I generally agree that this trend is pretty insidious. One of their latest wheezes is 'resilience', which from my reading boiled down to 'hey there x, what's your major malfunction that you can't cope with the soul destroying drudgery and corporate psychopathy like y? Perhaps you should read our piece about resilience to learn how to become a good drone again. We wouldn't want to have to lose you would we?'.