The Great Gender Divide: How Brands Fit Into Gen Z’s New Ideological Reality

Despite leading political and environmental movements around the world, Gen Z is the most socially segregated generation so far. 

While young women are leaning further left, young men are drifting right - and it’s highly powered by algorithms. Between harmful role models and content, some young men are being led down a rabbit hole of toxic masculinity. 

But here’s what brands can’t ignore: 

In a generation divided by gendered content, advertising still cuts through.

There’s an opportunity for brands to win over the hearts of a divided Gen Z community through positive inspiration, as opposed to toxic influence. 

At Pion, we make brands like Adidas, Prime Video and Samsung culturally relevant. Let’s break down what the latest insights from our 2025 Youth Trends Report mean for you.

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The Rise of the “Alpha Male”

More than 58% of Gen Z in the US and 48% in the UK consider their generation politically divided by gender. 

The cause? A toxic mix of male-dominated online spaces (54% of Gen Z males use Twitter compared to 34% of Gen Z females), a rise in hyper-masculine influencers and so-called “Red Pill” content (a term borrowed from the film The Matrix to designate antifeminist and male supremacist awakenings).

Figures like Andrew Tate have built empires by giving men misogynistic advice on how to be an “alpha male.” Add Elon Musk rebranding Twitter into X (where hate speech rose by 50% since he acquired it), and you’ve got a digital environment perfectly designed to push young men further away from young women’s leftist views.

The scroll-choice paradox makes it worse: you think you’re choosing to scroll, but you don’t control what comes next. Over time, platforms shape our worldview, and for Gen Z men, that worldview is getting increasingly polarised. 

So where do brands come in?

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Advertising Can Cross the Divide, But Gen Z is Skeptical

Amid the noise, your advertising campaign is a force that can still reach both sides of the divided youth.

But here’s what Gen Z thinks of advertising:

• 78% of UK Gen Z and 75% US Gen Z believe advertising reinforces gender roles
• 66% of US Gen Z and 60% UK Gen Z believe social media contributes the most to reinforcing gender stereotypes in advertising

Positive messaging leads to consumer loyalty and positive brand reputation. That means ditching lazy stereotypes and leading with authenticity.

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The Overlooked Crisis: Men’s Mental Health

The rise in toxic content is not just dividing youths - it has a significant, negative impact on young men.

According to The Real Face of Men’s Health report by charity Movember:

• 64% of men wait over a week to seek help for a health problem
• 31% of men wait over a month 

Toxic masculinity is only worsening the men’s mental health crisis.

If brands want to be relevant here, they need to meet young men where they are, with narratives that validate vulnerability, and reflect a healthier type of masculinity. 

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Jamie Laing: Running for Change in New Balance Shoes

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This year, TV presenter and podcaster Jamie Laing ran five ultra marathons in five days to raise money for Comic Relief. On national TV, as his close friend offered his support, Jamie unabashedly cried - overwhelmed with emotion. 

The moment went semi-viral on social media; Jaime was praised for his emotional honesty, as well as for his previous openness about his mental health struggles.

It’s not just his story that grabbed people’s attention, but his shoes as well. Everyone wanted to know what trainers (visibly New Balance - but which ones exactly?) Jamie completed his incredible five day marathon in. This is the power of inspiration: people wanted to own the same attire as Jamie because they connected with him. 

Whether organic or paid, endorsements from positive role models like Jamie are a unique way for brands to inspire young people and, in turn, gain their loyalty. 

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Be the Brand That Shifts the Narrative

The data is clear. Gen Z doesn’t want perfection. They want truth. They want representation. And they want brands that reflect the complexity of their reality, not simplify it into tired tropes.

By aligning with inspiring role models, rejecting stereotypes and inauthentic messaging, brands can do more than just win attention. They can earn Gen Z’s trust and loyalty, as well as long-term cultural relevance.

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