‘Masculinity’ Influencers Are on the Rise – So Are Mental Health Risks for Young Men

Young males who consume “masculinity” content on social media tend to feel more optimistic and empowered, but they also tend to report worse mental health outcomes, a new report finds

Are so-called “manosphere” influencers like Andrew Tate and Jordan Peterson contributing to the mental health struggles of young men around the world? 

The answer is probably yes, according to a new report from non-profit men’s health organization Movember.

In its report, Movember analyzed the effects the rise of “men and masculinity” social media content is having on young men around the world. The report’s findings were based on a survey of more than 3,000 males aged 15-26 in Australia, the United Kingdom and the United States. 

It found that while young men who consume masculinity content on social media tend to feel more optimistic and empowered, they also tend to report worse mental health outcomes and an increased willingness to engage in “risky health behaviors.” 

“While influencers may be cultivating a seemingly positive and optimistic outlook for young men with a vision for the future that resonates, these sentiments are not translating into better mental health for this group,” the report’s authors wrote. 

Young men who regularly consume masculinity content also tend to express more traditional views around masculinity and gender roles, and hold more negative attitudes toward women, the report found. 

Why Masculinity Content Is a Double-Edged Sword

Movember defined “men and masculinity” content as the range of online content that’s aimed at helping young men achieve success in areas like health and wellbeing, dating and relationships, and earning money. Also known under the umbrella term “manosphere,” social media influencers promoting this type of content have become highly popular, earning millions of followers. They’ve also been criticized for promoting misogynistic views and fostering a culture of “toxic masculinity” that can lead to mental and physical health issues for young males. 

Movember’s data suggests that masculinity content is resonating with young audiences, for better or worse. 

More than 60% of young men surveyed reported watching at least one masculinity influencer. Those young men tended to feel more optimistic about their personal circumstances than those who didn’t watch masculinity content, while 49% believed that societal conditions for men as a whole will improve over the next five years, compared to just 33% of non-watchers.

However, this optimism didn’t actually correlate with better mental health outcomes. The report found that young men who regularly watch masculinity influencers were more likely to report feelings of worthlessness (27% vs. 23%), extreme nervousness (26% vs. 19%) and extreme sadness (26% vs. 19%) than non-watchers. 

These same individuals were also less likely to prioritize their mental health (45% vs 55%) or see social connection, such as time with friends and family, as important in the pursuit of success (40% vs. 47%), compared to non-watchers.

Masculinity Content Is Highly Motivating but Possibly Dangerous

The Movember report found that masculinity content tends to be highly motivating to the young men who consume it, pushing them to make actual changes in their lives. Some of these behavior changes are positive, such as encouraging young men to drink less, become more physically active and generally take better care of their health and well-being. 

However, the report also points to a rise in risky behaviors among young men who consume masculinity content. This group was significantly more likely to report working out while injured (47% vs. 39%), using diet pills (19% vs. 11%) and taking steroids (18% vs. 9%) compared to those who didn’t watch masculinity content. 

It’s Also Tied to Narrow Views on Gender & Masculinity

Young men in this group also expressed more rigid views on masculinity, with 62% agreeing that men should solve problems on their own, compared to just 39% of non-watchers. Meanwhile, 76% of them believed men who can’t control their emotions are weak, compared to 62% of non-watchers. 

Young men who watch masculinity content also tended to express more traditional views on gender roles, as well as negative attitudes toward women, than their non-watching peers. Of young men who watch masculinity content, 81% said “men should be providers” and 76% said men “should be heads of their families,” versus 64% and 57%, respectively, for non-watchers. 

These young men were also significantly more likely to say women “have it easier than men” (70% versus 49%), and more likely to agree with the statement that women “use feminism to keep men down” (69% versus 53%). 

What Do These Findings Mean? It’s Complicated…

The report’s authors were quick to caution that correlation doesn’t equal causation: young men who already hold certain values may be more likely to seek out social media influencers who also espouse them. In other words, it’s not necessarily true that masculinity influencers themselves are responsible for creating these values in young men. 

More research is needed, Movember says, to untangle the complex relationship between masculinity influencers and the young men they’re seemingly “influencing.”

“Future research must investigate whether these trends are a result of increased exposure to certain types of content, or pre-held beliefs which make some young men more agreeable to select this content,” the authors wrote. 

Zac Seidler, Movember’s global director of research and one of the report’s co-authors, told Athletech News that the rise of masculinity influencers is “not entirely negative.” He pointed to stats showing that 75% of young men who acted on influencers’ advice reported feeling more motivated, 58% felt happier, and 44% felt they had a greater sense of purpose.

“These influencers are filling a real void,” Seidler told ATN. “They’re providing young men with direction, motivation and a sense of community at a time when many feel uncertain about their role in society. Some are promoting genuinely positive messages about fitness, discipline, financial responsibility and self-improvement.”

However, he noted that there are “significant” concerns with the current state of masculinity on social media, such as the higher rates of risky health behaviors among young men who watch such content, and the troubling attitudes toward women and relationships that they often express.

“The key issue is that positive self-improvement advice often comes bundled with more problematic messaging about gender roles and relationships,” Seidler said. “Young men may be drawn in by legitimate fitness or career advice but then exposed to more harmful content about masculinity and gender relations.”

Like his fellow report co-authors, Seidler is calling for increased collaboration among young people, content creators and social media platforms to promote content that’s more inclusive in its messaging around masculinity. 

“Young men are hungry for guidance and role models — but right now, positive representations are lacking,” he said. “We have to do better at meeting young men where they are, and helping to co-create healthier digital environments where they can thrive.”