For the first time, Pinterest is unveiling a report that dives deep into how men—especially Gen Z men, who are joining the platform in record numbers—are using Pinterest. Male users now represent more than one-third of the global audience. Data paints a picture of a nuanced group of male users on Pinterest that largely rejects the toxicity you might find elsewhere online—and engages with content in positive, authentic ways that might surprise you.

Pinterest stands out as an oasis for consumers, including men, with content that’s seen as more positive, safer, and more trustworthy. According to audience insights platform GWI, nearly half of men in the United States believe that social media is a contributor to poor mental health in society, and 65% of men globally want to express their authentic selves online. On Pinterest, men are finding a community that empowers them to pursue their unique interests with confidence. Male users on Pinterest are prioritizing wellbeing (with booming interest in Pilates a particularly standout trend among men), searching for DIY crafts, and seeking to become intentional parents: searches for topics like milestone pictures (+415%) and smart parenting (+125%) are on the rise.

Research also tells us: there’s never been a better time to reach men on Pinterest. According to GWI, nearly half of Gen Z (ages 18-27) and Millennial men (ages 28-43) on Pinterest monthly say they’re loyal to the brands they love and take the time to research products online before making a purchase. And male Pinterest users are saving with intention, from building fitness routines and finance plans to discovering new aesthetics and passions. They also don’t shy away from taking risks: according to GWI, almost half of men who use Pinterest identify as risk-takers and first adopters⁵ evident in their searches for unique styles, travel destinations and tech.

The bottom line: Pinterest’s more positive and authentic environment is drawing men to the platform now more than ever.