Young men engage with men and masculinity influencers because they're genuinely entertaining, motivating, and inspiring—yet our research shows this same content correlates with concerning attitudes and behaviours. Movember’s data shows 70% of engaged young men believe "women have it easier than men," revealing how self-improvement content intersects with misogynistic messaging in digital ecosystems where dating advice overlaps with gender resentment.
Rather than shutting down these spaces, we can cultivate critical media literacy and activate caring masculinities online through powerful narrative change. When young men recognise the power of service and altruism online to cultivate a sense of meaning and leadership, they become powerful allies in challenging harmful content. This presentation will reveal how to harness young men's existing protective instincts and critical capabilities, transforming digital masculinities from a current risk factor into a prevention powerhouse.