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Is this hidden crisis fueling toxic masculinity?

Tech bros, broligarchy, fascisme… The headlines have been piling up over the past weeks, with Trump and Musk making waves. Why do men who exaggerate traditional male roles resonate so strongly with young men? A lack of self-esteem might be the answer, according to Leo Rogersis (MPhil in philosophy at the University of Sydney in Australia).

What is self-esteem?

What exactly is self-esteem? It’s how we assess our own success—or at least our ability to succeed—based on our personal standards. When self-esteem is low, it can lead to feelings of powerlessness or even worthlessness. Right now Rogersis suggests—our society is facing a self-esteem crisis—a widespread lack of self-worth and a universal competition for validation.

How did this crisis emerge?

One of the main reasons for this crisis can be understood by comparing modern society to past feudal societies. In feudal times (Medieval Europe’s hierarchical system), social mobility was virtually nonexistent—success was rigidly tied to fixed social positions. Today, society is just fluid enough to make upward mobility—the chance to earn more or achieve a higher status than your parents—feel within reach for anyone. The prospect of becoming a billionaire tech founder, YouTube celebrity, or financier feels within reach, even if, in reality, it remains elusive for most.

This widespread belief that anyone can achieve great success creates unrealistic expectations and a constant sense of inadequacy when people fall short. This dynamic, coupled with extreme income and wealth inequality, exacerbates the self-esteem crisis.

How young people are affected

Young people, in particular, are deeply affected by this crisis. They are growing up in an increasingly individualistic society with widening socio-economic disparities. Hard work alone is no longer enough to achieve the same level of prosperity as previous generations.

At the same time, expectations for success have only risen. Social media makes it easier than ever to compare oneself to millions of others who seem to be doing far better.

Research has previously suggested that this inability to ‘keep up’ is a key factor in why many young adults feel lonely today. Falling outside the norm is isolating—and it hurts.

Different responses to the crisis

This crisis affects everyone, but different groups often respond to it in different ways. While women may experience similar frustrations, the author speculates that the interplay between patriarchal norms and self-esteem competition leads to different reactions between genders. Men, in particular, may externalize their frustration through anger, disengagement from mainstream society, or by gravitating toward figures who reinforce traditional masculine ideals. 

How this crisis is exploited

This self-esteem crisis is a gift to politicians like Trump, who exploit it through strongman rhetoric, promises of restoring lost greatness, and an “us vs. them” mentality that gives people a sense of belonging. Influencers like Andrew Tate tap into it by promoting hyper-masculinity, wealth, and dominance as the ultimate measures of success, offering young men a blueprint to reclaim a sense of power and purpose.

But it’s also a goldmine for advertisers. Selling people an aspirational version of themselves—something they could become but are not yet—is a time-tested marketing strategy.

Advertising and self-esteem

Research suggests a link between life satisfaction and ad spending: in some cases the more money spent on advertising, the lower people’s reported life satisfaction. This is the case when ads exploit insecurities and fuel unrealistic aspirations. However, advertising can also increase life satisfaction when it empowers consumers with realistic, helpful information. When ads focus on genuine self-improvement rather than unattainable ideals, they can have a positive effect.

A shift toward healthier standards

Some brands are already making an effort to counteract unhealthy and unrealistic standards. The sports brand ASICS, for example, focuses on highlighting the mental benefits of movement and sports, emphasizing mental well-being rather than the physical performance often prioritized in sports culture. Similarly, the dating app Hinge highlights the realities of love—focusing on emotional connection and long-term compatibility rather than superficial attraction or unrealistic dating tropes.

Where do we go from here?

How can industries promote healthy self-perception rather than feeding into impossible ideals? How can we be more realistic about what’s achievable in life—and help people feel content with who they are? Can we reframe success not as financial abundance but as societal contributions? Can we restore dignity and pride back in blue collar jobs?

Plenty of food for thought.

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Author

Kim Pillen

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist