Last week in Seattle, at the conclusion of a rowdy contest held in a public park on Capitol Hill, a young man named Marcus Jennings emerged victorious at one of the most TikToked events in recent ...

Masks are fun at Halloween, but find out why experts warn that masking who you really are at work can be dangerous for your mental health and risky for the company's bottom line. In September of this ...

As a new archetype gains traction, contests in Seattle and New York have found some men embracing the label — and signifiers like books, records and Labubus. By Alisha Haridasani Gupta and Nicole ...

Ever found yourself scared and alone in the city, in desperate need of a tampon or a spare copy of Sylvia Plath’s ‘The Bell Jar’? Well, thankfully you’re in luck. There is a new genre of man on the ...

Forbes contributors publish independent expert analyses and insights. Kian Bakhtiari writes about Gen-Z marketing and social impact. Performative males have emerged as the archetypal Gen-Z meme. The ...

He wears thrifted cardigans, quotes bell hooks and calls himself emotionally fluent — all while expecting applause for everything he does. The “soft boy” was supposed to be the antidote to toxic ...

On Friday evening, over one hundred students gathered in front of the Student Stores, eagerly awaiting the start of an event that's been popping up at universities across the nation: a performative ...