Pinterest has released its first ever Men’s Trend Report, a comprehensive look into the behaviors, interests, and growing presence of male users on the platform. With over one-third of its global audience now made up of men approximately 190 million monthly active users Pinterest is signaling a significant demographic shift. The report highlights the ways in which Gen Z and Millennial men are shaping search trends, content consumption, and brand interaction across categories like wellness, style, tech, and fatherhood.
A Positive Space for Male Exploration
The report emphasizes Pinterest’s appeal as a positive, authentic space where men feel free to explore their interests. Research from GWI shows nearly half of U.S. men believe other social media platforms negatively impact their mental health, while 65% of men globally are actively seeking more authenticity online. Pinterest stands out by offering a curated and supportive experience that aligns with these values, positioning the platform as a safe digital environment for male self-expression.
Wellness, Fitness, and Self-Care on the Rise
Health and wellness are central themes among male users, particularly Gen Z and Millennials. The report notes a growing interest in fitness activities such as Pilates and rock climbing, as well as hydration education. At the same time, men are engaging deeply with self-care routines, with a marked rise in searches related to hair care, skincare, and even beauty trends like makeup and nail art. These shifts reflect a broader cultural movement among young men to take control of their health and appearance.
Technology, Finance, and Creative Innovation
Pinterest has also seen significant growth in male-led searches tied to technology and financial empowerment. From 3D printing ideas and AI video to budgeting and investment tools, male users are turning to the platform not just for inspiration but also for education and long-term lifestyle planning. The report suggests that this group is both curious and entrepreneurial, seeking tools that enable smarter, future-focused decision-making.
Lifestyle Transitions and Family Life
As male users mature, their interests are evolving to include themes of fatherhood, home décor, and family life. Pinterest data shows rising engagement with parenting content and milestone photography, as well as an increased focus on gaming and creative hobbies. Gen Z males are particularly drawn to game design and immersive content, while Millennial men are leaning into their roles as fathers and household curators.
Introducing “Pinterest Man”
In response to this growing male audience, Pinterest has introduced a new content hub called “Pinterest Man.” This dedicated experience brings together trending male content, off-platform cultural moments, and exclusive product launches tailored to men. The hub acts as a destination for discovery across categories such as wellness, style, gaming, and lifestyle, further cementing Pinterest’s commitment to serving the full spectrum of its audience.
Opportunities for Brands and Marketers
This rise in male engagement presents a valuable opportunity for brands. Male users on Pinterest are not just browsing they’re making informed decisions, showing strong brand loyalty, and actively planning purchases. In an online environment often dominated by noisy or toxic content, Pinterest offers a meaningful space where brand messages can connect authentically with intent-driven audiences. With men now accounting for over a third of its global users, Pinterest is uniquely positioned to help marketers tap into emerging lifestyle shifts.
A Word from Pinterest
“Pinterest is becoming the go-to place for men who want to explore their identity, interests, and ambitions in a supportive space…
Our Men’s Trend Report and the launch of Pinterest Man reflect our commitment to empowering this community and helping brands engage with them in more intentional, inspiring ways.”
Pinterest Spokesperson