📌 More and more men are using Pinterest. The internet’s go-to inspiration app revealed in a recent trend report that men — especially Gen Z and millennial men — are a growing audience, now making up more than one-third of their 570 mn active global users. Known for its predominantly female audience, the network’s uptick in male users emerges as a surprise and signals a shift for the platform.

Amid an often-overstimulating internet, Pinterest remains the only non-social digital hub where users can freely dive into their interests while interacting with other people’s work. Because the leading visual search app tends to cater to creativity more than most networking apps, it has become a space where online users can step away from the chaos of social media. Correspondingly, insights from consumer research group GWI show that 65% of men globally want to express their “authentic selves” online — and Pinterest is definitely the place to start for that.

Hypermasculinity takes a back seat. Pinterest’s aesthetically pleasing pins seem to have inspired men to join the health and wellness trend, with GWI reporting that more than half of its global users are interested in sports, fitness, and exercise. Pilates is surprisingly high on their list of interests, with searches for “pilates outfit” witnessing a 300% increase, and other search variants related to the exercise seeing an upsurge as well.

The rockclimbing aesthetic is also on the rise, up 95%, along with hydration increasing by 50% and electrolytes 45%. Self-grooming emerges as a major focus for men on Pinterest, with searches related to healthy hair and skincare seeing a significant spike as well. Gender stereotypes are blurring among Gen Z men, with 46% of them saying they use Pinterest for fashion inspiration and searches for “male nail art designs” soaring by 115%.

It’s not just aesthetics — it’s also business. The Pinterest report reveals a staggering 620% increase in searches for “investment app,” a 360% increase for “stock investment,” and a 285% increase for “budgeting plans.” As users become fathers and homeowners, searches by millennial men related to home decor and parenting are on an upward trend with phrases like “milestone pictures” and “daddy and son” going up 415%. In short: never underestimate the power of a mood board.

This newfound demographic is every brand’s dream, with the report noting that “there’s never been a better time to reach men on Pinterest.” Almost half of men who use Pinterest are first-time adopters, according to the report.

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