The definition of a "double standard" is BOTH sexes agree on something. When we say "society" portrays women a certain way it means both sexes are in agreement.
The only way things change is when one group (the offended party) stand up and demand a change in how they are represented in the media and other places.
"Tradition" and "gender grooming" also play a large role.
Little girls are dreaming of being "princesses" when they grow up. The closest thing to that in America is being (the bride) on her wedding day. They also pretend to be mothers with baby dolls or cooking with their EZ Bake Ovens....etc
Little boys on the other hand dream of careers as cops, firemen, construction workers, doctors,military officers, or magicians.
When they aren't pretending to be "working" then they are "driving" using remote cars, trucks, and planes...etc
(No little boy is dreaming of being "the groom" or raising kids!)
Subconciously when they grow up the majority of people continue want to fulfill their childhood fantasy on some level.
A woman who wants a man is determined to find out what they like and how to please them...etc (Fight aging, stay thin & fit, bigger breast, round behind, fuller lips, longer eyelashes...etc)
A man who wants to attract women attempts to make more money, drive a nice car, get 6 pack abs, use Rogaine to fight hair loss.
However men believe having money is the most important thing to attract beautiful women. (ie Hugh Hefner age 84 is engaged to a 24 year old woman). It wouldn't happen if he weren't rich or famous. And there is no way you'd see a 24 year old hot looking guy chasing after a 84 year old woman no matter how much money she has!
Beauty is more important to men and financial security is more important to women when seeking a mate. (Traditionally speaking)
Things are the way they are because that is how the majority of us want it. I don't see mothers in the near future buying (their sons) baby dolls and baking ovens to play with nor do I see fathers giving their daughters guns, or remote heliocopters to fly.
The majority of "relationship books" are purchased by women.
Their formative years were based around taking care of the house, kids, and living happily ever after with Prince Charming.
Since boys aren't raised to have those same interest the majority of men don't start to think about ways to "please women or make them happy" until they see (their woman) is unhappy in the relationship.