Young Males’ 15 Biggest Passions Right Now

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Gen Z and Millennial men are redefining masculinity, and that means they’re interested in more than just beer and ballgames. Here’s what they’re passionate about now...

Art shows, cooking, and fashion? Not for your average Joe according to male stereotypes. But today’s young male consumers are breaking these stereotypes, and companies better pay attention. As we explored in our recent quarterly trend report, Millennial & Gen Z males are embracing a new era of manhood. They are part of the Genreless Generation, ignoring the old rules of masculinity.  Instead, young males are embracing a more multidimensional gender definition. As a recent study on 15-29-year-old Canadian men found, young males today prioritize selflessness and social consciousness more than previous generations, and the study's co-author believes today's guys have more freedom to express their true feelings.

On top of this, young males are unexpectedly emerging as key consumer influencers—but not in the categories you’d think. According to a recent report by Engagement Labs, Millennial men are now 50% more likely to be consumer influencers than Millennial women, and men 25-39-years-old are increasingly recommending beauty, apparel, and household products—not just sports content and video games. Millennial men are 69% more likely than all men to be influencers in the beauty category, as well as 47% more likely in retail and apparel.

Clearly their priorities are shifting—and that means their interests are, too. So what are they passionate about today? In our recent Topline report on Gen Z and Millennial offline interests and passions, we asked 13-35-year-old males to reveal their current fixations*, which are a far cry from the stereotypical interests of old. Here are their top 15 responses:

*This was an open-end…

 
 

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The Newsfeed

Quote of the Day: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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