The 2025 report of the Capra Agency on male influence

How young people feel about the role of male influencers online in their lives and communities.

Collaborate with Yougovwe examined 4,000 young people aged 18 and 34 throughout the United Kingdom and the United States. We asked them questions relating to social media, influencers, male role -playing models and the representation of men and masculinity online.

For example, our research discovered that “1 in 3 (32%) of young British said that, on the basis of what they see on social media, they have a more negative vision of men in general”.

Goat’s marketing garment, Joanna Hughston, explained, “With this research, we wanted to understand how young people are working and being affected by the influencers of social media, in particular as when the conversation on male influencers arises, it tends to focus on negative connotations. We wanted to understand if this is truly the reality of young people through social media and ask us “,Are we carefully representing the experiences of young people, especially when it comes to the type of content or influence with which they are trying to interact?‘. We discovered that the story is not simple and we want to shed light on this, as well as helping the brands to understand how to achieve this audience better.”

We collected the key results A digestible relationshipincluding suggestions and insights that can be used by goat employees in the United Kingdom and the United States.

The chapters focus on:

1. Young people on … trust me.
2. Young people on … effectiveness of the influencer
3. Young people on … popular influence
4. Young people on … positive influence
5. Young people on … mental health

Get a copy of “male influence” Here.

Don’t miss the opportunity to meet the Goat team a DMWF Global24-25 June 2025. We will be stationed on both days a Both 194 and will speak on the Creator stadium and influencer at 12:30 on day 2 (25).