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: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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