Pinterest yesterday published its 2026 Men's Trend Report, identifying a set of behavioral shifts among male users that the company says are reshaping how men spend time on and off the platform. According to Pinterest, Generation Z men are driving the change: their searches on the platform increased 17% year over year, and this cohort now accounts for more than 62% of male monthly searches globally.

In Short

Pinterest yesterday published a report showing that young men are searching more than ever for offline hobbies, home hosting ideas, and grooming routines, with Generation Z men now making up 62% of all male search activity on the platform. This matters to marketers because it signals a male audience that has historically been harder to reach through visual, inspiration-led platforms, and it gives advertisers in categories such as menswear, grooming, and home goods new search terms to target. Nothing about how ads are bought or targeted changes today; the report is a behavioral signal, not a product update.

Who is the "intentional man," according to Pinterest

The report frames the shift as a move toward what Pinterest calls "the intentional man," a user who plans connection rather than leaving it to chance. Interest in "hosting aesthetic" searches rose 160% according to the data, as men look for repeatable, low-effort ways to gather people at home, such as watch parties and game nights. Alongside that, Pinterest's trend signals show interest in "offline hobbies" up 551% and "no phone ideas" up 581%, alongside rising searches for hands-on projects and grooming routines.

The report arrives roughly fourteen months after Pinterest's first Men's Trend Report, published on July 8, 2025, which established that male users represented more than one-third of Pinterest's global audience for the first time. That inaugural report examined search behavior from February 2024 to February 2025. The 2026 edition does not specify its own data collection window in the material reviewed, but it continues the same methodology Pinterest has used across its broader trend forecasting output: normalized search query analysis compared against prior-year baselines.

Pinterest structures its 2026 report around four categories of behavior, each anchored by specific percentage changes in search volume. The company says these categories describe a male user who is deliberately building routines, spaces and rituals rather than drifting through digital content.

The first category, which Pinterest calls "Third Space Season," covers plans for offline gathering: retreats, cabin weekends and wellness trips. Searches for "cottage retreat" rose 126% according to the report, while "running club" searches increased 749% and "no phone hobbies" climbed 157%. Within this category, Pinterest also reports narrower search clusters it labels "Reset Retreats," "Sporty Socials" and "Workshop Weekend." The "Reset Retreats" cluster includes "forest retreat" up 85%, "wellness retreat" up 83% and "luxury wellness retreat" up 37%. The "Sporty Socials" cluster includes activities such as padel, with "padel tournament" searches up 103% and "padel community" up 46%, alongside "Hyrox" searches up 193% and "pickleball tournament" up 46%. The "Workshop Weekend" cluster tracks craft-adjacent searches: "wood carving ideas" up 389%, "easy woodworking projects" up 316% and "pottery handbuilding" up 297%.

The second category, "Host Mode," documents a shift Pinterest describes as men moving away from a minimally furnished "boy apartment" toward homes built around hosting. The report cites "game night aesthetic" searches up 103% and "vinyl listening room" searches up 407%. Sub-clusters here include "Analogue Entertaining," where "record player setup" searches rose 223% and "charcuterie board design" searches rose 390%, and "Game On," where "unique chess pieces" searches climbed 303% and "mahjong table" searches climbed 202%.

The third category, "Quiet Upkeep," covers grooming and self-care. Pinterest reports "sunscreen for men" searches up 108%, positioning skincare as a pared-back daily routine built around cleanser, moisturizer and SPF. Hair-related searches showed sharper growth: "soft wolf cut men" rose 1,154%, while narrower style searches in the "Precision Grooming" cluster include "modern wolf cut men" up 553% and "beard fade men" up 764%. Fragrance searches also grew, with "fragrance wardrobe" up 159% and "mens perfume collection" up 113%.

The fourth category, "Workwear Wardrobe," tracks clothing search behavior. "Workwear outfit men" searches rose 314% according to the report, and "pink shirt outfit men aesthetic" rose 338%. The "Modern Craftsman" cluster shows "vintage workwear outfit men" up 442% and "duffle bag men" up 311%, while the "Leather Weather" cluster shows "handmade leather wallet" up 290% and "leather tote bag men" up 176%. A narrower cluster labeled "Pop of Pink" documents "dusty pink shirt outfit men" searches up 283%.

Product features tied to the report

Pinterest paired the trend data with two references to existing platform functionality rather than new feature launches. The report points users toward Collages, a tool that lets people combine cutouts from different Pins into a single personalized visual, framing it as a way to develop a hands-on hobby or creative project. Pinterest has expanded Collages functionality repeatedly since 2024; remixing and video-export capabilities arrived in September 2024, and AI-generated auto-collagesfollowed in June 2025 through Pinterest Ad Labs.

The report also references Hair Pattern search, a filtering tool that lets users search for hairstyle inspiration based on pattern type, including coily, curly, wavy, protective or shaved and bald textures.

A brand partnership without disclosed commercial terms

Pinterest disclosed a partnership with grooming brand Native tied to a product line the company calls the Well-Crafted collection, which spans deodorant, body wash, haircare and lotion. The report describes the products as offering simple formulas intended to reduce routine complexity. No financial terms, campaign duration or media placement details accompanied the disclosure in the material reviewed. The pairing places a consumer grooming brand against the report's "Quiet Upkeep" category, which documents the search growth behind the products the partnership promotes.

Context: three trend reports in fifteen months

The 2026 Men's Trend Report is Pinterest's third major trend publication since mid-2025, following a cadence the company has used to segment its audience by demographic and season. Pinterest released its 2026 Pinterest Predicts report on December 9, 2025, identifying 21 broader consumer trends across fashion, food, home decor, beauty and travel, based on search data spanning September 2023 through August 2025 and drawn from what the company described at the time as 600 million monthly active users. Pinterest has said its trend forecasting achieves an 80% accuracy rate, a figure it has repeated across successive reports including the 2026 Marketing Moments Guide published January 15, 2026.

The men's-specific research line began with the inaugural Men's Trend Report on July 8, 2025, which found that male users represented more than one-third of Pinterest's audience and highlighted rising searches in wellness, style, technology and parenting categories. That report also cited YouGov survey data, referenced in later PPC Land coverage of Pinterest's May 2026 brand campaign, showing that over 75% of young men expressed concern about social media's effect on their health and that 65% of men globally said they wanted to express their authentic selves online.

The 2026 men's report extends this line into a second annual edition and arrives after Pinterest's Autumn 2025 Trend Report, published August 20, 2025, which documented a 550% surge in "dream thrift finds" searches among Gen Z users generally and launched a dedicated Thrift Shop feature that ran through September 26, 2025.

The user growth backdrop

Pinterest's men's-focused research has tracked a platform whose overall user base has expanded consistently through 2025 and 2026. The company reported 578 million monthly active users in the second quarter of 2025, rising to 600 million by the third quarter of 2025, then to 631 million in the first quarter of 2026. By the second quarter of 2026, Pinterest reported 640 million global monthly active users, an 11% year-over-year increase, according to its August 4, 2026 earnings release filed with the U.S. Securities and Exchange Commission. Chief executive Bill Ready said during the company's August 2025 second-quarter earnings call that Generation Z had grown to over half of Pinterest's global user base.

That broader Gen Z growth story sits alongside, but is not identical to, the men's-specific figure in the new report. The 62% figure describes Gen Z men's share of male search activity specifically, not their share of total platform users. Pinterest has not published, in the material reviewed for this article, a figure showing what proportion of the platform's overall Gen Z cohort is male, which would be needed to reconcile the two data points precisely.

Revenue context for the demographic Pinterest is describing

Pinterest's push to document male user behavior comes as the company continues to report double-digit revenue growth quarter over quarter. The platform posted $1.008 billion in revenue for the first quarter of 2026, an 18% year-over-year increase, and $1.18 billion in revenue for the second quarter of 2026, according to the company's earnings disclosures. Average revenue per user in the United States and Canada stood at $7.12 in the first quarter of 2026, compared with $1.17 in Europe, a gap that has made expanding advertiser categories and international monetization a stated priority for the company, as documented in PPC Land's coverage of Pinterest's $4 billion AWS infrastructure commitment reported June 5, 2026.

A demographic segment that has historically searched Pinterest less than women, and whose purchase categories (workwear, grooming, home hosting equipment) differ from the platform's traditional strengths in fashion and home decor for women, represents an addressable expansion opportunity for advertisers in categories such as menswear, personal care and outdoor recreation. Whether that opportunity converts into measurable advertiser demand is not something the trend report itself addresses; it documents search behavior, not ad spend or campaign performance.

What the report does not say

The document reviewed for this article does not disclose a specific data collection window for the 2026 Men's Trend Report, unlike the 2025 edition, which specified February 2024 to February 2025. It also does not disclose the total sample size behind the percentage figures, whether the percentages represent absolute search volume growth or year-over-year comparisons against a single prior period, or geographic breakdowns showing which markets are driving the reported increases. Pinterest's broader trend methodology, described in coverage of the December 2025 Predicts report, compares a defined period against the preceding twelve months using normalized English-language search queries, but the 2026 Men's Trend Report document does not confirm that the same window applies here.

The report also does not include comparative figures showing how the reported percentage increases compare with search growth among women or the platform overall, which would help contextualize whether these categories are growing specifically among men or reflect broader platform-wide trends that happen to be documented here through a male lens.

Why this matters for marketers, according to PPC Land's coverage

Pinterest's men's trend research sits inside a broader pattern the platform has followed since mid-2025: publish demographic-specific search data, tie it to existing or upcoming ad products, and use accuracy claims from prior reports to build credibility for advertisers deciding where to allocate budget. PPC Land's coverage of the 2026 Marketing Moments Guide noted that Pinterest's trend forecasting has become a recurring input into the platform's own advertiser positioning, distinct from reactive trend reports that document popularity only after it has already peaked.

For advertisers in menswear, grooming and home goods categories, the specific search terms disclosed in the report, such as "workwear outfit men," "sunscreen for men" and "game night aesthetic," function as directly usable inputs for campaign targeting and creative development on the platform, independent of any conclusions about the accuracy or representativeness of Pinterest's underlying methodology. The report's release also continues a pattern documented in PPC Land's coverage of Pinterest's quarterly earnings: trend and demographic research consistently precedes or accompanies product announcements aimed at capturing the advertiser demand those reports describe.

Timeline

Summary

Who: Pinterest, a visual discovery platform reporting 640 million monthly active users as of the second quarter of 2026, with Generation Z men specifically identified as the fastest-growing segment of its male audience.

What: Pinterest published its 2026 Men's Trend Report, documenting search behavior increases across four categories: offline gathering and retreats, home hosting, grooming and self-care, and workwear-influenced fashion, alongside a brand partnership with Native's Well-Crafted grooming collection.

When: Pinterest published the report on September 9, 2026.

Where: The data covers Pinterest's global user base, with the report itself distributed through Pinterest Newsroom and framed for advertisers and marketing professionals evaluating campaign targeting.

Why: Pinterest is documenting a demographic shift, Gen Z men now representing more than 62% of male monthly searches, as part of a broader pattern of trend research the platform uses to support advertiser interest in categories such as menswear, grooming and home goods, continuing a research line it began in July 2025.