Pinterest launches first men’s trend report revealing new demographics

Pinterest launched its inaugural Males’s Development Report on July 8, 2025, marking the primary complete evaluation of male consumer habits on the visible discovery platform. In response to Pinterest’s inner information, male customers now signify greater than one-third of its international viewers of over 570 million month-to-month energetic customers.

The report examined search habits patterns from February 2024 to February 2025, revealing important shifts in how males have interaction with content material throughout wellness, fashion, know-how, and parenting classes. Technology Z males are becoming a member of Pinterest in document numbers, basically altering the platform’s demographic composition and content material consumption patterns.

Abstract

Who: Pinterest, a visible discovery platform with over 570 million month-to-month energetic customers, with males representing greater than one-third of the worldwide viewers. Technology Z and Millennial males are becoming a member of in document numbers.

What: Pinterest’s first-ever Males’s Development Report analyzing male consumer habits throughout wellness, fashion, know-how, finance, and parenting classes. The report reveals males redefining masculinity by way of broader self-expression and complete way of life planning.

When: The report was launched July 8, 2025, analyzing information from February 2024 to February 2025.

The place: World Pinterest platform information, with concentrate on Technology Z and Millennial male customers throughout worldwide markets.

Why: Pinterest acknowledges male customers as a major and rising demographic requiring distinct content material methods and model approaches, departing from conventional social media gender assumptions and creating new advertising alternatives for manufacturers concentrating on genuine male engagement.

Platform positioning attracts male viewers

Pinterest’s positioning as a extra optimistic social media atmosphere seems to drive male adoption. In response to a YouGov examine cited within the report, over 75% of younger males categorical concern about social media’s impression on their well being, whereas 65% of males globally wish to categorical their genuine selves on-line. Pinterest presents itself as addressing these issues by way of content material that customers understand as extra optimistic, safer, and reliable in comparison with different platforms.

The platform’s atmosphere permits males to pursue numerous pursuits with out encountering the toxicity discovered elsewhere on-line. Male Pinterest customers reveal engagement patterns that prioritize genuine self-expression and private growth over aggressive or aggressive behaviors widespread on different social platforms.

Actor and MOSH co-founder Patrick Schwarzenegger, who partnered with Pinterest for the report, described the platform as his “secret weapon” for artistic initiatives. “Whether or not I am creating a brand new MOSH taste or making ready for a movie position, I at all times begin with a board,” Schwarzenegger said within the report. “It lets me immerse myself on the earth I am constructing—whether or not that is packaging inspiration, taste tendencies, artistic shoot concepts, character appears or the sensation of a spot for appearing initiatives like The White Lotus.”

Wellness tendencies drive engagement

Bodily health and well being matters present substantial development amongst male Pinterest customers. In response to GWI information cited within the report, greater than half of world Technology Z and Millennial male Pinterest customers categorical curiosity in sports activities, health, and train content material. Pilates emerges as a very sturdy development, with searches for “pilates outfit” rising 125% and “pilates aesthetic” rising 125%.

Mountaineering represents one other important wellness development. Searches for “mountain climbing aesthetic” elevated 95%, whereas “rock climbers” searches grew 115%. The “bouldering aesthetic” class noticed 95% development, indicating males’s curiosity in each the exercise and its visible illustration.

Diet and hydration content material additionally demonstrates important engagement. Searches for “hydration” elevated 50%, whereas “electrolytes” searches grew 45%. These patterns recommend male customers method wellness holistically, combining bodily exercise with dietary consciousness.

The report identifies particular search time period development that illustrates this wellness focus. “Develop hair sooner” searches elevated 150%, “sea salt spray” grew 115%, and “wholesome hair routine” rose 45%. These numbers point out male customers actively search complete wellness info slightly than focusing solely on conventional health content material.

Model and self-care boundaries shift

Male Pinterest customers reveal altering attitudes towards look and self-care. In response to GWI analysis, half of Technology Z and Millennial males on Pinterest care about their look and usually tend to categorical this in comparison with common males. Conventional boundaries between masculine and female self-care practices present important blurring.

Skincare searches reveal this development clearly. “Dermatologist” searches elevated 55%, “niacinamide serum” grew 35%, and “centella asiatica” rose 45%. Superior skincare components sometimes related to devoted routines present sturdy male adoption patterns.

Male make-up searches elevated 50%, whereas “male nail artwork designs” grew 115%. These classes signify important departures from conventional masculine grooming, suggesting broader acceptance of numerous self-expression types. “Mens facial” searches surged 230%, indicating skilled skincare companies achieve male acceptance.

Style content material stays the highest use case for Technology Z male month-to-month Pinterest customers, with 46% utilizing Pinterest for vogue inspiration prior to now month in line with the report. New aesthetic classes emerge, together with “older brother core” which elevated 95% and “classic grunge” rising 50%. These tendencies mix nostalgia with modern styling, creating distinct male vogue identities.

Beard grooming continues as a major class. “Light beard types for males” searches elevated 205%, “barbershop aesthetic” grew 150%, and “balbo beard” rose 85%. Conventional masculine grooming evolves to incorporate extra subtle styling approaches.

Expertise and finance pursuits broaden

Technology Z and Millennial male Pinterest customers reveal larger know-how confidence in comparison with common males, in line with GWI information. This interprets into particular search behaviors round rising applied sciences and monetary planning. “3D printer designs” searches elevated 1,210%, whereas “AI video” grew 800%.

Programming and know-how creation content material exhibits substantial engagement. “Podcast studio background” searches elevated 450%, “AI automation” grew 365%, and “programming tutorial” rose 265%. These patterns point out male customers pursue know-how not simply as customers however as creators and entrepreneurs.

Monetary planning content material demonstrates comparable development patterns. “Funding app” searches elevated 620%, “price range planning” grew 285%, and “beginning a enterprise” rose 310%. Practically half of male Pinterest customers categorical curiosity in investments and enterprise in line with the report, suggesting the platform serves as a useful resource for monetary training and planning.

The know-how tendencies prolong past fundamental consumption to classy purposes. “Visible results” searches elevated 245%, “coding software program” grew 120%, and “aesthetic web sites” rose 365%. These classes recommend male customers method know-how with artistic {and professional} growth objectives.

Actual property and trademark searches additionally present development, with “actual property movies” rising 130% and “trademark registration” rising 100%. These searches point out male customers pursue complete enterprise growth info by way of Pinterest’s visible format.

Generational variations form content material preferences

The report identifies distinct patterns between Technology Z and Millennial male customers. Technology Z males present considerably larger gaming curiosity, being greater than twice as seemingly as common males to establish as players. “Sport design” searches elevated 160%, whereas “League of Legends characters” grew 590%.

Gaming-related content material extends past gameplay to aesthetics and tradition. “Neo steel sonic” searches elevated 2,060%, “silver sonic” grew 410%, and “Roblox man” rose 490%. These patterns recommend Technology Z males method gaming as a complete way of life and aesthetic selection slightly than merely leisure.

Millennial male customers focus extra closely on house and household content material. In response to GWI, 41% of Millennial male Pinterest customers looked for house decor prior to now month. “Metal desk design” searches elevated 35%, “chrome aesthetic” grew 40%, and “steel furnishings design” rose 75%. These searches replicate Millennial males’ concentrate on establishing and designing residing areas.

Parenting emerges as a serious theme for Millennial males. “Milestone photos” searches elevated 415%, “sensible parenting” grew 125%, and “daddy and son” rose 415%. These classes point out Millennial males actively search parenting steering and documentation concepts by way of Pinterest’s visible platform.

The generational break up extends to completely different life stage priorities. Technology Z focuses on private growth, gaming, and rising applied sciences, whereas Millennials consider household constructing, house possession, and profession development. Each generations use Pinterest as a planning and inspiration device, however for distinctly completely different life phases.

New Pinterest Man profile launches

Pinterest introduces a devoted Pinterest Man profile to serve its rising male viewers. This profile capabilities as a curated area that includes rising search tendencies, off-platform cultural actions, and new product releases particularly concentrating on male pursuits. The profile spotlights developments in males’s fashion, wellness, and way of life classes.

The profile represents Pinterest’s strategic response to demographic shifts on the platform. By creating devoted male-focused content material curation, Pinterest acknowledges the distinct wants and pursuits of this viewers section whereas offering manufacturers with a focused engagement alternative.

In response to Mike Del Moro, senior supervisor of media and creator relations at Pinterest, the report goals to highlight how males use Pinterest for complete life planning. “We created the Pinterest Males’s Development Report back to highlight how males, particularly Gen Z and Millennials, are coming to Pinterest not only for fashion or health inspiration — however to discover deeper, extra private pursuits like psychological wellness, parenting and self-expression,” Del Moro said.

The Pinterest Man profile contains development forecasting, product suggestions, and way of life content material particularly curated for male customers. This method mirrors profitable demographic-specific content material methods throughout social platforms whereas sustaining Pinterest’s visible discovery focus.

Advertising implications for manufacturers

The report’s findings current important alternatives for manufacturers concentrating on male customers. In response to GWI analysis cited within the report, almost half of Technology Z and Millennial males on Pinterest describe themselves as loyal to manufacturers they love and conduct thorough on-line product analysis earlier than buying.

Male Pinterest customers reveal excessive buy intent mixed with cautious consideration processes. They save content material with particular intentions, from constructing health routines and monetary plans to discovering new aesthetics and pursuing private pursuits. This habits sample creates prolonged engagement home windows for manufacturers to affect buy choices.

The platform’s positive environment attracts men seeking authentic brand connections, contrasting with extra aggressive or adverse social media environments the place model engagement could be difficult. Pinterest’s visible format permits manufacturers to showcase merchandise and existence in aspirational contexts slightly than purely promotional ones.

Danger-taking habits amongst male Pinterest customers creates extra alternatives. In response to GWI, nearly half of males who use Pinterest establish as risk-takers and first adopters. This interprets into search behaviors for distinctive types, journey locations, and know-how merchandise, suggesting male customers actively search novel experiences and merchandise.

The model loyalty patterns recognized within the report recommend sustained engagement potential. Male Pinterest customers who develop model connections by way of the platform reveal larger retention charges in comparison with customers acquired by way of different channels. This aligns with broader Pinterest advertising effectiveness trends that present visible discovery platforms generate higher-quality model interactions.

Seasonal planning behaviors amongst male customers mirror broader Pinterest patterns. Men demonstrate advance planning for lifestyle changes, fitness goals, and major purchases, creating alternatives for manufacturers to interact customers throughout consideration phases slightly than solely at point-of-purchase.

Broader trade context

Pinterest’s male consumer development displays broader shifts in social media demographics and utilization patterns. The platform’s emphasis on optimistic, inspirational content material differentiates it from platforms experiencing challenges with poisonous content material and consumer security issues.

The visual discovery market continues expanding as users seek alternatives to traditional social media, with Pinterest positioning itself as a planning and inspiration platform slightly than purely social networking. This positioning attracts customers looking for purposeful content material consumption over passive social looking.

Male adoption of Pinterest mirrors broader tendencies towards wellness, self-care, and private growth that transcend conventional gender boundaries. Males more and more pursue complete way of life planning, from skincare routines to parenting methods, reflecting evolving masculinity ideas in modern tradition.

The platform’s programmatic promoting enlargement by way of partnerships with Index Change and Criteo positions Pinterest to monetize its rising male viewers extra successfully. These technical developments allow broader advertiser entry to Pinterest’s demographic information and concentrating on capabilities.

Pinterest’s development forecasting accuracy, which the corporate claims reaches 80%, gives manufacturers with strategic planning benefits. The platform’s ability to identify emerging trends before mainstream adoption creates first-mover alternatives for manufacturers that align with Pinterest’s development predictions.

The boys’s development report represents Pinterest’s recognition that male customers require distinct content material methods and model approaches. Moderately than making use of female-focused methods to male audiences, the platform acknowledges completely different engagement patterns, curiosity classes, and buy behaviors amongst male customers.

Timeline