Psychology of Men & Masculinity

Intensions Study: The New Values of Millennial Men

Intensions Study: The New Values of Millennial Men

A new study from Intensions Consulting and the University of British Columbia has found that contrary to popular stereotypes, young men today are likely to be selfless, socially engaged and health-conscious.

The study, published in the journal Psychology of Men & Masculinity, found that the most strongly endorsed masculine value is selflessness. Ninety-one per cent of the men agreed that a man should help other people, and 80 per cent believed that a man should give back to the community. Openness also ranked highly—88 per cent said a man should be open to new ideas, new experiences, and new people—and so did health, with a majority of participants saying that men should be healthy or in good shape.