The digital landscape, once a nascent forum for niche discussions, has quietly fostered a burgeoning economy around male identity and self-improvement, evolving from the early days of blogs like The Spearhead and Return of Kings. What began in 2009 as online spaces promoting “men’s rights” and critiquing feminism has metastasized into a sophisticated, multibillion-dollar industry, capitalizing on the anxieties and aspirations of young men, particularly those in Gen Z. This transformation, from a collection of online manifestos to a full-fledged commercial enterprise, is starkly illuminated in a new report titled “The Grift Economy: How Young Men Are Being Sold Fake Belonging and Fake Wealth Online,” produced by digital safety organization Reset Tech and the nonprofit Equimundo.
Researchers behind the report contend that the movement ostensibly centered on men’s rights and masculinity now largely functions as a front for a vast commercial endeavor. The report explicitly warns against the “opportunists” who are leveraging a moment of widespread confusion—marked by political polarization, uncertain job prospects, and evolving definitions of manhood—to generate billions. This ecosystem includes platforms, influencers, and advertisers who profit directly from the insecurities of young men. It’s a lucrative venture built on a demographic particularly susceptible to online influence, grappling with unique economic and social challenges.
Indeed, young men in the United States face a distinct set of contemporary pressures. For only the third time in recorded history, women now outnumber men in the U.S. workforce, a trend partly attributable to fewer young men entering employment. A growing number of adult men are living with their parents, falling into the category of NEETs—not in employment, education, or training. This economic precarity is often compounded by chronic online engagement, which paradoxically contributes to feelings of loneliness. A study published in the Journal of Political Economy highlighted that young men spend approximately 70% of their non-working hours engaged in video games and recreational computer use, further entrenching them in digital environments where these new economic models thrive.
Into this vacuum of belonging and economic security step online figures offering coaching, promising dominance, self-sufficiency, and emotional suppression. The “Grift Economy” report details how these influencers promote not just a mindset, but also a range of products and practices. This includes “looksmaxxing” trends, which begin with “softmaxxing” techniques and often escalate to higher-risk “hardmaxxing” practices, such as hormone injections, various supplements, peptides, and even cosmetic surgery, all in the pursuit of body optimization. The financial incentives for these content creators are substantial, with some top streamers earning between $1 million and $10 million annually through online courses, sponsorships, and speaking engagements. Streamer Adin Ross, for instance, reportedly commands an hourly streaming revenue of $30,000 to $50,000 on Kick, a platform in which he also holds an equity stake.
However, the report’s authors caution against attributing this phenomenon to any single influencer. Kristina Wilfore, director of Global Projects and Innovation at Reset Tech and a co-writer of the study, points instead to the pervasive influence of algorithmic systems on social media platforms as the primary driver behind the masculinity industry’s boom. Wilfore dismisses the notion that these viral trends are merely “goofy” or the product of “some idiot online,” emphasizing that such a reaction is dangerous because it overlooks the “massive infrastructure” supporting them. This infrastructure, she argues, is designed to amplify certain content, often pushing vulnerable users towards these commercialized solutions.
Wilfore advocates for stronger consumer protections and greater accountability from social media platforms, citing the European Union’s 2024 Digital Services Act as an example of regulatory steps already being taken to establish stricter boundaries on content moderation, safety, and transparency. She rejects the premise that society must simply accept the online world as shaped by social media companies. David Sasaki, director of the Boys & Men Online program at the American Institute for Boys and Men, echoes the potential benefits of addressing algorithmic systems for broader online safety. Yet, Sasaki also urges a focus beyond retroactive measures, emphasizing the need for practical, real-life solutions. He calls for adults to actively create analog opportunities that foster community and provide positive role models for young men, moving past mere diagnoses of the problem to affirmative actions that build tangible support networks.
