Pinterest has released its first trend report focused on male users, signaling a notable demographic shift on a platform historically dominated by women. According to the company, men now make up more than one-third of its global audience – approximately 190 million monthly active users – with Gen Z men joining in record numbers.
The report sheds light on the specific themes and content areas drawing male engagement, including fashion, fitness, home décor, and technology. Pinterest describes this group as a “nuanced” audience that often diverges from the more toxic online environments found elsewhere, instead seeking out inspiration in positive and authentic ways.
While fashion has long been a central part of Pinterest culture, the data offers a closer look at the styles currently trending with men—from streetwear to minimalist wardrobe planning. Tech and gaming gear, workout routines, personal wellness, and DIY home projects also appear as key interest areas.
Pinterest’s insights highlight how male users are actively searching with intent, often arriving on the platform with a clear purpose – particularly when it comes to product discovery and shopping. This signals a potentially valuable opportunity for brands looking to expand their reach to a male audience already primed for conversion.
Though women still make up the majority of Pinterest’s user base, the growing presence of men – and their evolving interests – suggests a shift in how marketers might approach content on the platform. Not only is this suddenly-larger audience likely undermarketed to, but a more balanced spread of users across the platform may make it harder for ads that specifically target women to perform quite as well with a general, undefined “pinterest user” audience. The full report is now available on Pinterest’s business site.
