Pinterest has unveiled a report that dives deep into how men, especially Gen Z men, who are joining the platform in record numbers, are using Pinterest.
Male users now represent more than one-third of Pinterest’s global audience as the platform has stood out as an oasis for consumers, including men, with content that’s seen as more positive, safer, and more trustworthy.
According to a study by YouGov, over 75 percent of young men are worried about the impact of social media on their health, and 65 percent of men globally want to express their authentic selves online.
On Pinterest, men have found a community that empowers them to pursue their unique interests with confidence. Male users on Pinterest are prioritising wellbeing, searching for DIY crafts, and seeking to become intentional parents.
According to GWI, nearly half of Gen Z (ages 18-27) and Millennial men (ages 28-43) on Pinterest monthly said they’re loyal to the brands they love and take the time to research products online before making a purchase.
Actor and MOSH co-founder Patrick Schwarzenegger, who partnered with Pinterest to celebrate this growing movement, shared that perspective:
“Pinterest is my secret weapon. Whether I'm creating a new MOSH flavour or preparing for a film role, I always start with a board. It lets me immerse myself in the world I'm building, whether that's packaging inspiration, flavour trends, creative shoot ideas, character looks or the feeling of a place for acting projects like The White Lotus,” said Schwarzenegger.
“I even use it to collect ideas for my home, from kitchens to architecture, just things that inspire me. For me, it’s where every creative direction begins, blending work and personal passions in one place.”
To further support its growing male audience, Pinterest has introduced a new Pinterest Man profile, a dedicated space for men to find inspiration and shop the latest trends. Featuring rising search trends, off-platform buzz and fresh product drops, Pinterest Man spotlights what’s next in men’s style, wellness and lifestyle.
Holistic Health & Fearless Fitness
Wellbeing is top of mind for male Pinterest users, with physical fitness and healthy eating topics trending across the board. According to GWI, more than half of global Gen Z and Millennial male Pinterest users are interested in sports, fitness and exercise. Pilates and rock climbing are having a moment. Men are also fueling up with hydration tips and functional foods.
Shifts in Style & Self-Care
Male Pinterest users are rewriting the rules on style and self-care. According to GWI, half of Gen Z and Millennial men on Pinterest care about their appearance, and are more likely to say so than the average male.
Self-care staples like hair health and skincare are trending, with searches for healthy hair routine and dry skin care routine both up by +45 percent. Men are also boldly blending boundaries, searching for male makeup (+50 percent) and male nail art designs more than ever before.
Fashion remains the top use case for global Gen Z male monthly Pinterest users, with 46 percent saying they’ve used Pinterest for fashion inspiration in the last month, and they’re forging new aesthetics like older brother core (+95 percent) and vintage grunge (+50 percent).
Male Pinterest users are saving with intention, from building fitness routines and finance plans to discovering new aesthetics and passions. They also don’t shy away from taking risks: according to GWI, almost half of men who use Pinterest identify as risk-takers and first adopters, evident in their searches for unique styles, travel destinations and tech.
