Men’s Wellness Initiative

2025 Trends

Men’s well-being is undergoing a profound transformation. Once defined by stoicism and self-reliance, masculinity is now being reexamined through the lens of mental health, emotional resilience, and self-care. Media reports highlight a crisis—men facing increasing loneliness, career stagnation, and mental health struggles, with suicide rates remaining disproportionately high. At the same time, a new masculinity is emerging. Social media fosters both toxic influences, like Andrew Tate’s hyper-masculinity, and positive support networks that encourage men to seek help and embrace vulnerability. Research shows shifting attitudes, with 95% of men prioritizing mental health, while the $90B+ men’s self-care industry flourishes. From barbershops to fitness coaching, male spaces are evolving into hubs for emotional and physical wellness. As men navigate modern masculinity, the focus is shifting from survival to thriving.

TREND 1: Media Spotlight on Men’s Wellbeing in Crisis

Major publications have zeroed in on an apparent crisis in men’s well-being. Cover stories and opinion pieces highlight troubling indicators: young men’s loneliness, academic and economic stagnation, delayed adulthood milestones, and rising mental health struggles. Esquire’s 2025 feature bluntly lists how many men feel “angry… lonely and friendless,” falling behind their female peers at school and work, and “killing themselves at alarming rates.” Similarly, GQ and others point out that young men report unprecedented social disconnection and are increasingly dropping out of school and the workforce. These outlets note that many men feel culturally side-lined and unsure of their role, which can fuel extremist politics or toxic online subcultures. At the same time, mainstream media also advocates for change. In the UK, The Guardian covered calls for a national men’s health strategy as new data showed 133,000 British men die early each year (15 every hour). Overall, 2024–2025 media narratives balance alarm with encouragement: they shine a light on men’s higher suicide rates, loneliness, and health disparities, while also showcasing positive stories of men embracing wellness and calling for better support from society and policy.

Sources:

Esquire 2025. “How do young men see the world?” Available here: https://www.esquire.com/news-politics/a63613007/young-men-america-2025/
GQ 2024. “The Strange History of Toxic Masculinity.” Available here: https://www.gq.com/story/the-strange-history-of-toxic-masculinity
Guardian 2024. “English councils call for national men’s health strategy.”
Guardian 2024. “Call for action on UK men’s health as 133,000 die early every year.” Available here: https://www.theguardian.com/society/article/2024/jul/17/movember-men-male-early-deaths-uk-call-for-action

TREND 2: Men’s Networks: Toxic Influencers vs. Positive Masculinity Movements

On social platforms, competing narratives of masculinity have come to the forefront. Influencers in the “manosphere” – from controversial figures like Andrew Tate to certain podcasters – attract millions of young men by tapping into their frustrations. These personalities often promote a hyper-masculine, anti-feminist ethos, framing any critique of “traditional” manhood as an attack on men. Their popularity reflects a real audience of young men who feel “sidelined” or devalued in modern society. In extreme cases, disaffected men gravitate to incel (involuntary celibate) communities that blame women for their problems; research in 2024 linked such involvement to men’s struggles with rigid masculine norms and social isolation. Yet an equally powerful positive movement has risen in response. Across Reddit, YouTube, and TikTok, pro-mental-health advocates encourage men to open up about depression, trauma, and loneliness. Supportive hashtags and forums counter the stigma of vulnerability. Offline, new networks foster healthy masculinity: for example, the global ManKind Project (with chapters in 27+ countries) runs retreats and trainings to help men become “emotionally mature, powerful, compassionate, and purpose driven.” Grassroots communities like the Heare Brotherhood (now ~7,000 members) have formed to “end loneliness” by giving men safe spaces to talk honestly. Even as polarizing figures garner attention, many men in 2024–2025 are rejecting extremes. They are instead embracing “positive masculinity” ideals – balancing strength with empathy – and banding together in support networks to redefine what being a man means in a healthier way.

Sources:

Roberts, S., Jones, C., Nicholas, L., Wescott, S., & Maloney, M. (2025). Beyond the Clickbait: Analysing the Masculinist Ideology in Andrew Tate’s Online Written Discourses. Cultural Sociology, 0(0). https://doi.org/10.1177/17499755241307414
Maryn, A., Keough, J., McConnell, C. et al. Identifying Pathways to the Incel Community and Where to Intervene: A Qualitative Study with Former Incels. Sex Roles 90, 910–922 (2024). https://doi.org/10.1007/s11199-024-01478-x
Deseret News 2024. “Men are lonely and disconnected. Can men’s groups help?” Available here: https://www.deseret.com/lifestyle/2024/03/24/male-loneliness-depression-mens-groups
Heare Brotherhood Co. Available here: https://hearebros.com/
Mankind Project. Available here: https://mankindproject.org/

TREND 3: Research Highlights: Challenges and Changing Attitudes

Recent studies and surveys confirm serious challenges for men’s wellbeing globally. For instance, men consistently have shorter life expectancies than women and far higher suicide rates. In the U.S., men die by suicide nearly four times more often than women, and one in ten men suffers from depression or anxiety, though only about half seek treatment. Social research underscores a growing loneliness epidemic among males: according to 2021 data from the Survey Center on American Life, most men today have fewer friends than they did 30 years ago; 15% of men have no close friendships at all – a 5-fold increase since 1990. Such isolation and unresolved mental distress can feed into other issues (substance abuse, extremist ideologies, or violence). On the other hand, emerging data also signal positive shifts. A broad 2023 survey by Men’s Health found 95% of men now say mental health is as important as physical health, and most men (especially younger cohorts) are taking proactive steps for their mental well-being. Recent research on male psychology have produced new tools, like the “Man Box” scale, that shed light on pathways to positive and negative masculinity. Studies using these tools have revealed that, while many young men still feel pressured to appear tough, self-reliant, and aggressive, they increasingly reject the most extreme gender stereotypes. Men who cling to rigid ideals of masculinity report worse outcomes – one study noted significantly higher suicidal ideation (19%) among men strictly living in the “Man Box” – reinforcing how harmful traditional norms can be. These findings have spurred health organizations and policymakers to address men’s unique needs. From the WHO to local health networks, there’s a growing emphasis on tailored interventions to reduce male suicide, improve social support, and encourage help-seeking. In short, data in 2024–2025 paint a picture of men at a crossroads: facing persistent health crises yet slowly becoming more open to change.

Sources:

The National Health Council. 2024. “The Quiet Crisis Growing in Men’s Health.” Available here: https://nationalhealthcouncil.org/blog/the-quiet-crisis-growing-in-mens-health
CDC. 2024. “Suicide mortality in the United States, 2002-2022.” Available here: https://www.cdc.gov/nchs/products/databriefs/db509.htm
Survey Center on American Life. 2021. “Men’s Social Circles are Shrinking.” Available here: https://www.americansurveycenter.org/why-mens-social-circles-are-shrinking/
Men’s Health. 2023. “The State of Men’s Mental Health.” Available here: https://www.menshealth.com/health/a45324315/state-of-mental-health-men-survey/
Equimundo. 2017. “The Man Box: A Study on Being a Young Man in the US, UK, and Mexico.” Available here: https://www.equimundo.org/resources/man-box-study-young-man-us-uk-mexico/

TREND 4: Men’s Products and Services: Self-Care Goes Mainstream

Men’s consumer habits in 2024–2025 reflect a newfound embrace of self-care, both in products and lifestyle services. Grooming and skincare for men have boomed. Traditional male toiletries – i.e. basic deodorant and shaving cream – are now joined by moisturizers, serums, and even cosmetics as everyday items for many men. Industry reports note that the men’s personal care market has surged to roughly $90+ billion globally and continues to grow rapidly. This growth is fueled by a cultural shift: it’s increasingly normal for men to invest in their skin and appearance, shedding the old notion that skincare is “unmanly”. Social media has played a key role – hashtags like #mensskincare (over 200 million views) feature male influencers sharing routines, which helps normalize grooming for a broad male audience . Younger men especially drive this trend: between 2020 and 2023 the share of 18–34-year-old men open to buying skincare/cosmetics jumped from 7.3% to 8.8%, and they are far more likely than older men to use beauty products to feel confident and improve mood . In response, brands have adapted their branding and products. Grooming startups (e.g. Dollar Shave Club, Harry’s) have expanded beyond razors into full skincare lines, while legacy brands like Axe and Dove Men+Care have pivoted marketing toward authenticity and wellness rather than macho clichés. Beyond products, gyms and fitness programs are increasingly positioning themselves as mental health outlets for men – not just places to “get swole.” Boutique men’s coaching services, therapy apps, and support groups are gaining users as men seek guidance in careers, relationships, and emotional resilience. Even classic barbershops are doubling as community hubs where men feel comfortable discussing life challenges – some initiatives train barbers in mental health first aid, recognizing the barbershop as a crucial touchpoint for men. Meanwhile, retreats and workshops tailored for men’s personal growth (from adventure-style bootcamps to mindfulness retreats) are popping up worldwide. In summary, modern masculinity now often includes skin routines, workout recovery sessions, therapy or coaching, social bonding, and other forms of self-improvement. This balanced focus on looking good, feeling good, and building community marks a significant shift in male consumer behavior and lifestyle.

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