Today, what is called “Gender Mainstreaming” is the main strategy of the European Union to work toward gender equality. The definitions of Gender Mainstreaming explicitly include men, and there have been first efforts to integrate a men's perspective into this strategy. Referring approaches are outlined in this paper, and the respective chances and problems are addressed. Relevant aspects of the discussion in the German speaking countries and some practical experiences within Gender Mainstreaming projects are highlighted, with a focus on Austria. At the moment, an important stream of the discussion refers to the reallocation of paid labor and unpaid caring work among men and women. Thus, this thematic focus is maintained throughout the paper, as an example for a two-edged topic between emancipation and hetero-normativity. Inputs from Northern Europe as the model region concerning gender equality and important international sources from critical men's studies and queer theory are used as reference points.