Social media is a powerful tool. But for many young men, it’s becoming a double-edged sword. Platforms were designed to offer connection and entertainment, but connection sometimes needs curation.

It’s no secret that social platforms come with challenges: toxic content, unrealistic portrayals of masculinity, and doom scrolling, all amidst a growing mental health crisis. Our research reveals that over 60% of young US men believe social media could be a more positive space, while 65% are worried about its impact on their mental health. 

Young men are calling for change. They recognise the toll social media takes on mental health and the need for spaces that are more positive and authentic.

As the lines between online and physical spaces blur, the ripple effects of social media are increasingly felt, with 48% of young men saying that depictions of men—whether by influencers or in advertising—fuel social issues within their communities.

Despite these concerns, there’s hope. Over half of men are actively seeking positive role models online—individuals who promote kindness, and prioritise emotional well-being.

This presents an opportunity for brands to fill the gap and create more positive spaces. In fact, 66% of young men believe brands and influencers can help make social media safer.

Instead of chasing trends and algorithms, businesses can become part of a cultural shift, one that promotes wellbeing and embraces authenticity over perfection.

Why human stories matter

Influencers shape perception, which means the content brands amplify matters. Working with creators who promote empathy, kindness, and inclusivity can foster healthier online communities while driving meaningful engagement. 

There are already creators making a difference. Take Rob Kenney, the man behind Dad, How Do I? His channel provides practical advice on everything from fixing a broken toilet to throwing a football —while sprinkling in humour with his trademark dad jokes. Or Jason Wilson, a martial arts trainer and mentor for over 25 years, is another example. His content centres on embracing emotions, respecting others, and confronting fears. 

Brands themselves can also play a role in identifying and elevating positive role models. Take John Deere, which worked with us to find its first Chief Tractor Officer, Rex Curtiss. A young man with a passion for agriculture and a degree in environmental sciences, Rex became the face of John Deere’s TikTok, engaging a Gen Z audience with authentic and uplifting content. His personality and knowledge helped reshape perceptions of farming while creating a space that was informative, engaging, and positive.

From our research, two-thirds of young men believe brands can help create safer, more supportive spaces. But this requires more than surface-level gestures; it calls for genuine commitment. 

Creators who discuss mental health, challenge harmful stereotypes or show vulnerability can be powerful forces for change. Instead of relying on algorithms to dictate content, brands should actively collaborate with influencers who embody the values young men seek. Partnering with creators who speak candidly about mental health and toxic masculinity can foster a healthier online environment.

Building a better space

Young men are aware of the challenges they face on social media, and they’re actively looking for solutions.

Brands that step up, leveraging their platforms to promote empathy, authenticity, and inclusivity, will not only build loyalty. They’ll help reshape social media for the better.