The marketing playbook for reaching Australian men needs a fundamental update, according to new research from leading men’s lifestyle publication Man of Many, which highlights how male confidence shifts dramatically across generations and challenges long-held assumptions about engagement.
The inaugural Male Confidence Index, released by Man of Many in partnership with research agency Fifth Quadrant, establishes the first national benchmark for tracking male confidence across five key life domains: Finances & Career; Health & Wellbeing; Relationships & Belonging; Masculine Identity & Societal Role; Self-Perception & Life Direction.
Frank Arthur, co-founder of Man of Many told B&T that the Index “was created as a constructive pool.”
Originally, it was just going to be a research tool that Man of Many could leverage to understand the core part of its audience a bit more. As it delved into the research further Man of Many decided that as a platform that thrives on making positive investments in themselves and the community, it wanted to put out this research that could benefit more than just the readers.
“We’re not trying to say what masculinity is or isn’t, or trying to comment make a statement in any culture war or anything like that, or even trying to elevate men’s experiences above those of others. But we really feel like there’s some really important information in there on how men feel navigating modern life, and it exposes some real opportunities on how to better connect with that demographic and understand them a bit more holistically,” added Arthur.
The inaugural study surveyed a nationally representative sample of 2,001 Australians aged 18-64, including 1,405 men and 596 women, weighted by age, gender and location.
The findings reveal that while Gen Z men score highest overall (66/100), confidence declines through Millennials (64/100) to reach its lowest point among Gen X (60/100), before edging up slightly among Boomers (61/100). For brands and marketers, these patterns expose a critical insight: the men in their highest-spending years are also experiencing the least confidence, particularly in areas that drive category engagement and brand loyalty.
“Confidence shapes how men show up as partners, fathers, colleagues and friends – yet we’ve never had a national measure of it, this index fills that gap,” continued Arthur. “It’s about understanding what they’re actually experiencing, where they’re strong and where they need support to show up as better fathers, partners and colleagues.”
“The brands that succeed with men over the next decade will be the ones that move beyond stereotypes and meet men where they are with honesty, nuance and an understanding that confidence isn’t about having all the answers—it’s about feeling supported enough to figure them out.”
From the research Man of Many found: Gen X men (peak earners) score lowest confidence at 60/100 vs Gen Z at 66/100; only 38 per cent of Gen X men are comfortable discussing men’s issues vs 57 per cent of Gen Z; 61 per cent of Gen Z had emotionally open fathers vs 30 per cent of Gen X directly correlating to adult confidence; women prioritise empathy (28 per cent) and vulnerability (20 per cent) in masculinity; while men prioritise strength (29 per cent); 53 per cent of heavy social media users’ opinions are shaped by creators/influencers, more than family or friends; 78 per cent of Gen Z say some male influencers promote unrealistic expectations of masculinity; 83 per cent of women say men hide struggles; while men rate their own confidence higher than women perceive.
Redefining confidence across the gender gap
One of the main takeaways from the research that Arthur detailed was the fact that confidence is not only perceived differently between generations, but also through gender.
The survey canvassed the views of more than 500 women, whose perspectives reveal important insights about how men’s confidence is perceived in everyday life.
One stark insight is on how masculinity is defined and perceived. Men continue to prioritise strength as a core attribute (29 per cent overall, rising to 34 per cent among Gen Z), while women are significantly more likely to define positive masculinity through empathy (28 per cent vs 17 per cent of men) and vulnerability (20 per cent vs 7 per cent of men).
Arthur highlighted that this insight “is not about one side being right or wrong, but it shows there’s a gap in understanding.”
This gender perception divide has direct implications for brand storytelling and campaign development. Creative that leans heavily on traditional masculine tropes may resonate with how men define themselves, but miss how their partners, colleagues and communities actually perceive and value their behaviour.
The fatherhood factor: confidence built early, felt for life
Emotionally available fatherhood emerges as one of the strongest predictors of confidence. Sixty-one percent of Gen Z men say they could express emotions openly with their fathers growing up, compared to just 30 per cent of Gen X men – a 31-percentage-point gap that translates directly into adult confidence patterns.
Gen Z men are more likely to be emotionally open with their fathers and are also 13 per cent more likely to show vulnerability as adults when seeking help or support (51 per cent vs 38 per cent of Gen X).. This has direct implications as these men show higher engagement with health services, relationship support, financial planning and personal development – categories that require acknowledging need and asking for guidance.
“We’re seeing a generational evolution in Australian fatherhood that’s creating measurably more confident sons,” expressed Arthur. “For brands, this means the playbook that worked with Gen X, which often avoided emotional language, won’t resonate as strongly with Gen Z and Millennials, who’ve grown up with different models of what strength looks like. Similarly, brands looking to appeal to fathers today should also give them permission to be more open and honest.”
Marketing Opportunities
From a marketing perspective, Arthur explained “if you can understand where that confidence is strained, then you can come up with ways to better connect and communicate and come up with solutions to meet those needs of men.”
This is doubled down by four key opportunities Man of Many has identifies based on the Index findings.
Champion realistic role models in digital spaces: Gen Z men are shaped heavily by creators and influencers (53 per cent of heavy social media users cite them as influential). Brands that partner with voices promoting realistic expectations and healthy masculinity can build credibility while supporting a positive cultural shift.
Reframe midlife engagement around renewal: Financial services, health and wellness, education and career development brands have an opportunity to speak to Gen X and Millennial men through the lens of reinvention rather than just accumulation. Campaigns that acknowledge pressure while offering pathways to recalibration will resonate more deeply than those focused purely on achievement.
Position support as strength: Across generations, men report higher confidence when they have strong connections and feel able to ask for help. Brands in categories from financial planning to healthcare to skills development can reduce barriers by normalising help-seeking behaviour and positioning their services as empowering rather than remedial.
Measure success through authenticity, not status: The Index shows confidence is increasingly tied to purpose, relationships and self-expression rather than purely material measures. Brands that celebrate character, contribution and connection – rather than just performance and possessions – will build stronger emotional resonance, particularly with younger cohorts.
The full Male Confidence Index 2025 report is available at Man of Many’s website.
