Many young men struggle with mental health issues including depression, anxiety, substance abuse and suicide. Further research has shown that many men have an aversion to help seeking, placing them at greater risk for unresolved mental health issues. In the past thirty years, the Gender Role Conflict framework and related research has emphasized the impact of societal gender roles on men’s psychological problems. Higher education counselors who are familiar with Gender Role Conflict theory and related research will have a potentially useful skill set in counseling male students. This document overviews the Gender Role Conflict paradigm and highlights the most relevant literature for college counselors. Further, practical ideas are offered to help guide counselors in their work with college males, and suggestions for future research are also provided. / text