What is it about Millennial men that you need to know if you want them to spend money with you? First, Millennial men are the driving force behind many current trends in consumerism, and their habits point to a crucial insight: this generation approaches spending differently than the Boomers and Gen Xers before them.
Born between 1980 and 1996 (though we’ve seen this range start as early as 1977), Millennial men are now in their late twenties to early forties and represent a significant consumer group with considerable buying power and influence in the marketplace. They have become key players in industries ranging from technology and fashion to fitness and travel, cementing their role as a pivotal demographic to engage. While Gen X precedes them and Gen Z follows, Millennials occupy a unique space that demands more tailored marketing strategies than previous generations.
It’s true that marketing efforts often focus on Millennial women. It wasn’t long ago that we marketers really did behave as though the digital sun rose and set of Millennial women, but we’d be remiss if we didn’t spotlight the fact that Millennial men are equally important and require approaches that resonate with their values, their interests, and their distinct consumer behaviors. Successfully engaging this demographic means going beyond traditional marketing techniques and tapping into the forces driving their decisions: authenticity, purpose, and a preference for experiences over material goods.
This article dives into the essential elements of marketing to Millennial men, including how they interact with content, their values-driven approach to consumption, and strategies for brands to create meaningful connections with this influential group.
Let’s dive in!
Who Are Millennial Men?
Millennials are the largest living generation on Earth. Millennials are the largest generational group in the U.S., with an estimated population of 72.19 million. Globally, their numbers reach an astonishing 1.8 billion. This sheer size translates into immense economic influence, making them a vital demographic for brands to understand and engage.
Millennial men, in particular, represent a diverse and multifaceted demographic. As one of the first generations to grow up with the internet (Gen Xers balance that analog-digital life), they are highly tech-savvy and rely on digital tools to navigate their personal and professional lives. Unlike previous generations, many Millennial men delay traditional milestones such as marriage, homeownership, and parenthood. Census data shows that the median age for first-time marriages is now in the late 20s to early 30s. This shift allows them to prioritize careers, travel, and personal growth—and results in more disposable income to spend on experiences, technology, and luxury items. Industries like travel and luxury tech have seen notable growth driven by this demographic.
And while targeting Millennial men may feel different compared to Gen X or the Over-60 crowd, it’s not because they’re fundamentally different as people. Rather, it’s their deep integration with technology and methodical decision-making processes that set them apart.
For instance, they often rely on peer reviews, comparison tools, and influencer recommendations to guide their purchasing decisions. By understanding their unique traits, marketers can craft campaigns that truly resonate, whether it’s during the holiday season, the Super Bowl, or March Madness.
Saddle up—this is a demographic that demands thoughtful engagement and offers significant opportunities for brands willing to meet them on their terms.
Millennial Men and Values-Driven Consumption
Millennial men aren’t just buying products—they’re putting their money where their values are. This generation has a sharp eye for authenticity and purpose, and they expect the brands they support to align with their beliefs. For Millennial men, sustainability, transparency, and ethical practices aren’t just nice-to-haves; they’re dealbreakers.
According to Deloitte’s 2024 Gen Z and Millennial Survey, 63 percent of Millennials are willing to pay more for environmentally sustainable products or services. Nearly a third (29 percent) actively research companies’ environmental practices before making a purchase, and a quarter have stopped supporting businesses with unsustainable supply chains. That’s a powerful message to brands: walk the talk, or they’ll walk away.
Brands like Patagonia and Everlane have nailed this by weaving sustainability and ethics into everything they do. Millennial men see through disingenuous marketing tactics faster than you can say “greenwashing,” so showing up authentically is non-negotiable.
This isn’t just about doing good—it’s about building loyalty. Nearly 81 percent of Millennials believe businesses should help consumers make more sustainable choices. Whether it’s championing environmental causes, promoting equality, or supporting local communities, brands that align with Millennial men’s values are positioned to create meaningful, long-term connections. Want their attention? Earn their trust—and back it up with action.
The Role of Technology in Marketing to Millennial Men
When it comes to technology, Millennial men adapt and thrive. As digital natives, they’re deeply plugged into the online world, using technology to navigate everything from their shopping habits to their social connections. For brands, that means meeting them where they live: on their screens.
Research from Mintel shows that 8 in 10 Millennials explore multiple products and brands before making a purchase. For Millennial men, informed buying isn’t just a habit—it’s a strategy. They expect brands to provide clear, accessible information that supports their decision-making, and they’ll move on quickly if they don’t find what they need.
Video content is especially powerful for this demographic. Platforms like YouTube, Instagram, and TikTok have become their go-to spaces for product reviews, tutorials, and user-generated content. In fact, 70 percent of Millennial men use YouTube to watch product reviews before making a purchase. For brands, this is the ultimate call to action: show, don’t just tell. Engaging, relatable video content isn’t optional—it’s essential.
And don’t forget mobile. Millennial men are deeply connected to their smartphones, using them for everything from shopping and managing finances to engaging on social media. In fact, the average content creator today is a Millennial man in his early forties—someone who has successfully monetized his creativity in a significant way. Millennial men aren’t just consuming digital content; they’re shaping and driving the creator economy. If your brand isn’t meeting them where they are—on mobile and social platforms—you’re already losing them. A seamless mobile experience, from browsing to checkout, isn’t optional; it’s essential. For Millennial men, technology isn’t just a tool—it’s the primary lens through which they see, engage with, and evaluate brands.
Fatherhood and the Family Man: Changing Priorities
When Millennial men become dads, their priorities shift—but their values stay the same. Fatherhood has redefined how this generation approaches family life, with an emphasis on technology, convenience, and sustainability. Unlike previous generations, these dads are stepping up in new ways, with 57 percent of Millennial dads saying parenting is critical—a stark contrast to past norms, according to Pew Research.
Millennial dads aren’t just looking for products; they’re searching for solutions. From smart home devices that streamline daily life to subscription services that take the guesswork out of shopping, they prioritize innovations that make family life easier. At the same time, they’re laser-focused on safety, health, and sustainability—values that directly influence their buying decisions.
According to Nielsen 75 percent of Millennials, including dads, actively prioritize sustainability when making purchases. They’re eco-conscious enough to change their habits, favoring products like organic baby items, durable clothing, and environmentally friendly cleaning supplies. For brands, this is a golden opportunity: demonstrate your commitment to sustainability and quality, and you’ll earn their trust.
Millennial dads are rewriting the playbook on parenting. They’re informed, intentional, and deeply invested in the well-being of their families. Brands that recognize this shift—and meet their needs with thoughtful, sustainable solutions—will win their loyalty for the long haul.
Trait #1: Millennial Men Are the Most Educated Generation of Men in History
Millennial men hold more degrees than previous generations, but their purchasing power is shaped by economic challenges:
- 63 percent of Millennials will pay more for environmentally sustainable products (Deloitte).
- They rely more on peer recommendations and online reviews than direct advertising.
- They are more likely to have a financial advisor than Gen Xers or Boomers (Nasdaq).
- 34 percent of Millennials have a written financial plan, compared to 21 percent of Gen Xers and 18 percent of Boomers (Charles Schwab).
Unlike previous generations, Millennial men prioritize long-term financial stability, making them discerning, research-oriented buyers.
Trait #2: Millennial Men Are Financially Cautious Yet Powerful Consumers
Despite being the most educated generation, Millennial men earn less than their Boomer parents did at their age. However, they are strategic with their spending:
- Millennials’ spending power is $2.5 trillion despite wage stagnation.
- They save more for retirement than any other generation, putting away $1 for every $5 earned (Nasdaq).
- Nearly 1 in 3 Millennials under 35 lives in a multigenerational household due to rising costs.
- 72 percent of Millennials use a financial advisor, a higher percentage than any other generation (Nasdaq).
Millennial men are smart, strategic consumers—they invest in quality, value, and long-term benefits over impulse buys.
Trait #3. Millennial Men Value Experiences Over Material Goods
Millennial men are experience-driven consumers, prioritizing travel, adventure, and digital connections over accumulating material goods.
- 77 percent of Millennial men prefer experiences over possessions.
- Millennials travel an average of 35 days per year, more than Gen Xers (26 days) and Boomers (27 days).
- They spend $4,141 per trip on travel, making it a major area of discretionary spending.
- 29% plan to travel internationally in the next year, showing their global mindset.
- Luxury travel is on the rise, with 21% of Millennials opting for premium accommodations.
- Solo travel is growing, with 43% of Millennials having taken a solo trip in the past year.
For brands, this means offering experience-driven products and services—think travel rewards programs, adventure-focused content, and products that enhance mobility and digital connectivity on the go. Companies that tap into their love for exploration, community, and seamless digital experiences will resonate most with this audience.
Trait #4: Millennial Men Are Brand-Conscious but Not Brand-Loyal
Millennial men shop more than their fathers did, but they aren’t loyal to brands unless brands give them a reason to be.
- 66 percent of Millennial dads prioritize quality over price when shopping for their families.
- They buy clothes more often than previous generations, shopping at least twice a month for apparel.
- Millennials spend an average of $2,200 a year in retail, with key spending in tech, fashion, and home improvement.
However, they’ll switch brands quickly if they find a better fit, so companies need to consistently prove their value through transparency, engagement, and social proof.
Trait #5: Social Media Drives Their Purchasing Decisions
Millennial men use social media, blogs, and online reviews for nearly every purchase decision.
- 70 percent of Millennial men use social media to research brands (Nielsen).
- 45 percent of Millennial dads use Google search instead of asking their own fathers for parenting advice.
- Millennial dads spend 28 percent of their online time on fatherhood content.
The opportunity: Most brands still target moms when marketing family products, but Millennial dads are more involved than ever. Brands that acknowledge and engage fathers will gain their loyalty.
Trait #6: Millennial Men Are Among the Biggest Users of Ad Blockers.
Millennials don’t trust traditional advertising and actively avoid it.
- 40 percent of internet users use ad blockers—with men under 35 being the biggest adopters (Insider Intelligence).
- Among men in their 20s, over 61 percent use ad blockers.
- More Millennial men follow influencers than Millennial women do.
Brands must shift their approach to influencer marketing, social engagement, and user-generated content to reach this audience.
Trait #7: Millennial Men Expect More Out of Brands
Millennial men demand more from brands than any previous generation. They expect:
- Purpose-driven businesses that support social causes.
- Sustainability and ethical business practices.
- Real engagement on social media—62 percent of Millennials prefer brands that interact with them online (Elite Daily).
If your brand aligns with their values and actively engages them, they will stick with you long-term.
Final Thoughts For Marketing to Millennials 2025
Marketing to Millennial men requires a deep understanding of their mindset, values, and digital behaviors. The brands that succeed with this audience are those that prioritize transparency and authenticity, leverage influencer and user-generated content over traditional ads, create engaging experiences rather than just selling products, and emphasize sustainability and purpose-driven branding. Millennial men are engaged, informed, and eager to support brands that align with their values—ensure yours is one of them.
Want to take a deeper dive? Explore our insights on Millennial women and Millennial parents to understand the full scope of this influential generation.
