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

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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