Pinterest Reveals gen Z & Millennial Men Redefining Masculinity through Style, Self-Care, and Authenticity
New data from Pinterest’s inaugural men’s trends report indicates a significant shift in how younger generations of men engage with brands and express themselves online. Nearly half of Gen Z and Millennial men on the platform identify as brand loyalists and conduct thorough product research before purchasing, signaling a discerning consumer base. This insight emerges as male users now constitute over a third of Pinterest’s global audience, showcasing a demographic that actively seeks positive and authentic online interactions, a stark contrast too the toxicity often found elsewhere.
the report highlights that men, notably Gen Z (ages 18-27) and Millennials (ages 28-43), are actively “redefining masculinity through style, substance and self-care.” Fashion remains a primary driver for male engagement on Pinterest, with 46% of Gen Z men using the platform for style inspiration in the past month. this interest is reflected in trending searches such as “older brother core,” a style characterized by a nonchalant, 90s-inspired aesthetic with nods to grunge.
Searches for specific fashion trends have surged, with “goth guy outfits” and “grunge guy” seeing increases of 120% and 115% respectively. “Grunge outfits male” and “jorts outfit” have both risen by 135%, while “men’s alternative fashion” is up 185%. The “older brother core” trend itself has seen a 95% increase in searches, with “older brother core outfit” spiking by 175%. Even “vintage grunge” searches have grown by 50%. Beyond clothing, men are also focusing on accessories, with “men jewellery aesthetic” up 35% and “necklace stack” searches increasing by 50%.
Wellbeing is another key area of focus, with a notable surge in interest in activities like Pilates and rock climbing. “Pilates outfit” searches have climbed 125%, and “rock climbing aesthetic” has seen a 95% increase. Moreover, half of gen Z and Millennial men on Pinterest prioritize their appearance, with self-care routines gaining traction. Searches for “healthy hair routine” and “dry skin care routine” have both risen by 45%.
Breaking down conventional gender norms,men are also exploring beauty and grooming with increased openness. Searches for “male makeup” have increased by 50%, and “male nail art designs” are also experiencing unprecedented interest, underscoring a broader embrace of self-expression and personal care.This data collectively paints a picture of a modern male consumer who is informed, expressive, and invested in personal well-being and authentic style.
