Gen Z and Millennial males are often seen as an elusive consumer group to brands. They are part of the Genreless Generation, not abiding by old rules of masculinity, and redefining the traditional notion of what it means to be a man. At the same time, they’re well adept at ignoring advertising and, of course, avoiding traditional media altogether. So where are they spending their time, what are their interests, and how can you reach them? We explored their preferences and behaviors in depth to guide you in breaking the stereotypes and appealing to young males today.