Today’s men aren’t less 'manly', they’re just changing the definition of the term.
Chet Stevenson is a married 27-year-old UX designer who primarily works remote, and today he’s helping his daughter’s VPK class design candy hats to put on elf cupcakes.
I asked him briefly about his schedule:
“My wife and I both work full-time, but she’s usually in office during the day, so I handle the little things at school and some meal prep throughout the week. She pretty much got me hooked on Pinterest with a shared board. It's so much easier planning things together.”
And he’s not alone - more and more men have been taking an expanded role in their families by being more accessible during the day or by helping with the weekly dinner plans and around the home. Compared to dads from 1965, they spend more than 2x the time on housework (9.8 hours per week) and nearly 3x the time on childcare (7.3 hours per week).
And many of these activities are no longer Google-worthy events. If they have questions, or need ideas, it’s only a Pinterest search away.
And these dads also have buying power. Nearly 40% of US dads use Pinterest, including 45% of dads with a household income of $100k+ who have children living at home. That’s not just a demographic that Pins to save ideas or products for later, it’s one that makes an immediate purchase, because they have a dynamic home life to be a part of.
Today’s men aren’t metrosexual, they just take better care of themselves
When it comes to finding the perfect pair of Cole Haan dress shoes, or that defining Bonobos suede bomber, a visual search that presents how different looks pair together is often more important than price.
Shop The Look pins have multiple items tagged in each image, which can then direct the user to where they can all be purchased together, or keep the pinner browsing other options available on the brand’s site.
Carousel pins, which started as an ad set option, but has now been rolled out as a standard option for pinning, enable Pinners to showcase up to 5 pins in one. This way brands can present multiple complete looks and style options inside of a single pin.
52% of Millennial men on Pinterest will spend more on style and accessories because of the “this then that” factor. Visual search can start a chain reaction or rabbit hole effect that has men not only deciding which shoes to get, but which shoes, jacket, tie, and socks work well together.
Today’s men still build houses, they just do it more brilliantly
Younger families moving into their first home or living spaces have a future full of decisions to make. When it comes to living design, aesthetics, and outdoor entertainment, Pinterest becomes their own personal design studio.
Men have embraced becoming an integral part of this process with family planning for kids outdoor activities and entertainment. That includes kids forts, 'Ninja Warrior'-style play courses, and more. It might also include home projects like patios, fire pits, and outdoor kitchens. Since last year, there’s been a 450% increase in dads searching for DIY projects to do with their kids on Pinterest.
In addition, with technology evolving throughout the home, men have found themselves installing Hue lighting systems, Ring doorbells, and connecting it all through a hub like Google Home or Amazon Alexa. Dads are more likely to search for home gadgets than other Pinners, and they’re especially interested in smart home technology (3x more searches than Pinners overall) and home entertainment consoles.
From the fashion and style conscious, to the crafty and culinary inclined father, today’s men have a new way to search visually for what they want to achieve. They want a look to impress, a way to make their home more inviting, and to enjoy a smile from their children’s faces.
Today’s men aren’t necessarily looking to be better than the last generation but with the help of Pinterest, they sure have found an easier way to do it.