NEW: First-Ever 'Manosphere Index' Reveals How Economic Pressure, not Ideology or Online Influences, Is Shaping Modern Masculinity

Most in-depth study to date across all race and age groups challenges narratives around the "masculinity crisis"; Findings reveal men are poised to be more receptive to brands and campaigns that acknowledge their pressure points in 2026

WASHINGTON, Dec. 9, 2025 /PRNewswire/ -- The "Manosphere Index" — a first-of-its kind national study conducted and released today by Precision and Tunnl — provides the most comprehensive look yet at modern masculinity, examining identity, culture, faith, media behavior, and economic pressure across every major race and generation. The findings offer essential insights for brands, campaigns, and organizations trying to understand shifting attitudes among American men.

Since the 2024 election, consumer, political, and media organizations have scrambled to explain men's behavior — often reducing it to a fear that young men are sliding into extreme online spaces. Headlines warn of a "masculinity crisis" and a generation drifting toward harder ideological content.

Precision and Tunnl partnered to challenge that storyline. Through more than 4,000 interviews, the study reveals something more complex: Men aren't moving sharply rightward — they're responding to the collision of economic strain, algorithmic media, and questions of identity and purpose.

"Existing narratives flatten millions of men into one storyline when the reality is far more nuanced. Men aren't undergoing an ideological shift — they are reacting to economic stress, dwindling trust in institutions, online echo chambers, and uncertainty about their place in a changing world," said Stephanie Cutter, Managing Partner of Precision. "This isn't a 'crisis of masculinity.' It's a broader cultural reset shaped by daily pressures and a search for purpose and belonging. If brands and campaigns want to reach men they need to stop treating them as a monolith and start addressing the diverse pressures across generations and ethnicities."

Men today feel economically strained, digitally overwhelmed, and culturally unseen — yet they're not disengaging. They're seeking structure and community in alternative spaces. Podcast hosts, YouTubers, and long-form commentators have become de facto trust brokers, outranking traditional institutions.

• Economic pressure — not ideology — is shaping modern masculinity. 41% of men across all races say it's hard to find a good-paying job. Men cite inflation, fewer openings, layoffs, credential creep and rising expectations as top barriers. Some cite women as having an advantage in hiring. Gen Z men — across racial groups — report the highest economic strain, with ~50% relying on gig work just to stay afloat. This economic story is shaping identity in ways that look political—but actually reflect instability and pressure.
• The media center of gravity for men has shifted decisively to YouTube and long-form creators. YouTube is the new prime-time for men, with 86% of men using it weekly and nearly 60% identify as heavy users. 57% of men say their feeds have grown more extreme — but the most controversial content reaches men who are online the most, especially young Black and Hispanic men. Millennial Hispanic men are spending 100% more of their time listening to podcasts than all other cohorts. Their top trusted influencer? While 47% of men trust Joe Rogan, 66% of Hispanic millennial men trust him.
• Faith is quietly reshaping modern masculinity. 53% of men say faith gives their life meaning; 71% of Black men say the same. Black Gen Z men are the only group where religiosity is rising, not falling. Men with strong faith identities are more likely to identify as "very masculine," trust manosphere-adjacent creators, and have supported Trump. This emerging blend of faith + masculinity + long-form media marks an underreported cultural realignment.
• Men aren't withdrawing — they're building new communities outside traditional institutions. The research shows men are not disengaged so much as re-engaging elsewhere:
  • 35% of men – including more than 50% of Gen Z men – rely on gig income when their economic situation feels unstable.
  • 60% of men are turning to podcasters when traditional institutions lose trust or politics feels alienating or judgmental.
  • 53% say faith gives their life meaning and guides their decisions, meaning they turn to faith and spirituality when identity feels unsettled.
• Black men carry the strongest provider expectations — and the sharpest economic strain. Nearly 70% of Black Gen Z and Millennial men say being "head of household" is very masculine — the highest of any group. When work feels unstable, the emotional impact is significantly more acute for Black men, because the provider role is tied to cultural expectations of leadership and resilience.
• Young Hispanic and Black men are among the heaviest consumers of algorithm-driven content — and they know it. Hispanic Gen Z men are some of the most digitally immersed, spending 6+ hours a week on social and streaming platforms; Black Gen Z men report similar levels and are among those most aware their feeds are becoming more controversial. This makes them disproportionately shaped by algorithmic drift — not because they seek extreme content, but because the platforms they rely on push it toward them.
• Men aren't becoming more partisan — they're becoming more situational. Men's drift toward Trump increased slightly between 2020 and 2024 (39% → 42%), but was likely not driven by ideology but by feeling unanchored, economically insecure, and institutionally overlooked. In fact, key definitions and aspects of masculinity aligned with Trump traits, including 76% of men consider "having a strong opinion" to be masculine; 20% of men participate in men's-issue online spaces which amplify grievance, distrust, and skepticism of elites; and 23% of men say "brazen, natural confidence" is one of the most important leadership traits while another 46% say it matters at least somewhat.

Comprehensive findings from the "Manosphere Index" can be accessed here.

Precision is an integrated strategy and marketing agency. Powered by data, we bring world-class experts in each of our service areas to conceive, develop, and run campaigns that help our clients seize opportunities and solve their biggest challenges.  Whether it is elevating a brand, shaping a narrative, defining a reputation, navigating a crisis, or persuading and mobilizing an audience, we don't just break through. We break new ground.

Tunnl is leveraging AI to erase the boundaries between insights, audiences, and outcomes to ensure every piece of intelligence can be acted on. We combine the judgment of seasoned data experts with the power of artificial intelligence to help organizations find and connect with the people who matter most. With years of experience embedded in our platform, we enable research at scale, define the right audiences, surface powerful insights, identify optimal communication channels, and measure changing attitudes over time—all in one connected experience. Whether building a brand, shaping public opinion, managing risk, or launching a new initiative, Tunnl empowers organizations to move from insight to impact with clarity and confidence.

Media Contact:
Sarah McHaney
[email protected]

SOURCE Precision Strategies