Pinterest sees male audience surge, launches 'Pinterest Man' hub
Pinterest’s first Evolution of Men report reveals Gen Z and Millennial men are driving platform growth, and they're coming with clear purchase intent.
Pinterest has released its inaugural Evolution of Men report, highlighting a sharp rise in male engagement on the platform, particularly among Gen Z and Millennial men using Pinterest for everything from investing and fitness to style inspiration and parenting ideas.
Men now make up more than one-third of Pinterest’s global user base, with Gen Z male sign-ups growing at record pace. Notably, these users aren’t passive browsers. Pinterest says they are active planners and savers with strong intent to purchase.
Search trends point to shifting masculinity
Top trending male searches from the past year demonstrate a blend of utility and aesthetic discovery. These include:
• Pilates outfit (+300%)
• Investment app (+620%)
• 3D printer designs (+1210%)
• Milestone pictures (+415%)
• Older brothercore (+95%)
These spikes reflect a redefinition of modern masculinity, with younger men exploring interests in personal wellness, financial literacy and curated style, often in ways that break from previous generational norms.
New hub: Pinterest Man
In response to this shift, Pinterest has launched Pinterest Man, a dedicated hub surfacing what’s trending for men across lifestyle, fashion, wellness and finance. It aims to provide curated inspiration and streamline discovery for this growing audience segment.
Actor and MOSH co-founder Patrick Schwarzenegger lent his voice to the campaign, calling Pinterest his “secret weapon” for both professional and personal creativity. “Whether I'm creating a new MOSH flavour, or preparing for a film role, I always start with a board,” he said.
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Pinterest’s brand-safe positioning and visual discovery tools make it uniquely suited for advertisers targeting male consumers at high-intent moments – particularly in lifestyle categories such as fitness, personal finance, grooming and fashion.
Top image: Pinterest
