They enjoy gaming, socialize over beers, and now, an increasing number are donning MAGA hats.

The 2024 presidential election revealed a novel voter base — one that both Donald Trump and Kamala Harris aimed to attract as their campaigns drew to a close. This group ultimately favored Trump, which caught many political analysts and pollsters off guard.

This group consists of Gen Z men, often referred to as “bros.”

On election day, Trump garnered 49% of the Gen Z male vote, while 47% voted for Harris, according to NBC News exit polling data. Trump also made gains with Gen Z women, although the exit polling indicated that 61% of them chose to vote for Harris.

Trump’s appeal to Gen Z men came after weeks of what Forbes called his “bro” podcast tour, during which the soon-to-be president made several appearances alongside popular figures from a specific section of TikTok. Notable Democrats have since acknowledged the significance of this “bro” vote, with Senator John Fetterman, D-Pa., remarking to Politico that “this election was a serious flex for bros.”

Experts in men’s psychology suggest that the strong support for Trump among Gen Z men isn’t surprising, nor is the embrace of him by online “bro” culture. Young people often gravitate towards political figures who project an edgy, rebellious, and countercultural persona. While past generations favored progressive figures, nowadays, experts note, the attention has shifted towards MAGA conservatives.

Moreover, many assert that Democrats have struggled to genuinely connect with this demographic, leaving some young men feeling overlooked or even vilified by certain political stances.

“A significant portion of political beliefs is closely tied to identity more than logical reasoning than we often recognize,” explains Erik Anderson, a licensed marriage and family therapist. “Political leanings are heavily influenced by identity. As the left moves away from embracing men and masculinity, there’s a shift towards right-wing beliefs among them.”

Trump effectively engaged Gen Z men

As the election heated up, both Harris and Trump actively sought to connect with Gen Z. Harris appeared on “Call Her Daddy” to discuss abortion and later on “All the Smoke” to address economic issues and marijuana legalization.

Conversely, Trump adopted a more male-centric approach, featuring on the Nelk Boys’ “Full Send Podcast,” the comedic podcast “This Past Weekend w/ Theo Von,” and the extended format show “The Joe Rogan Experience.” Additionally, he discussed pro-wrestling on “Six Feet Under with Mark Calaway” and collaborated with gaming influencer Adin Ross in a live-stream.

John Shahidi, co-founder of the Shots Fired Network, which includes the Nelk Boys and Theo Von, claims that Trump’s podcast appearances were a smart move to reach young male voters and others who don’t follow traditional media channels.

Shahidi points out that young men listen to these podcasts mainly for knowledge or entertainment.

To cater to this audience, Trump tailored his discussions on these shows. With the Nelk Boys, he opted for humor. In his chat with Von, he shared personal insights about his family. During the Rogan episode, he focused more on policy matters.

Through these podcast features, Shahidi asserts, Trump demonstrated a willingness to engage with Gen Z in an authentic manner.

“People recognized that,” he states. “It made them think, ‘Wow, you’re the real deal. I’m supporting you.'”

Alex Bruesewitz, a 27-year-old Trump campaign strategist, emphasizes that “bro” influencers possess a unique and deep connection with their audience that mainstream stars often lack, which is why Trump sought them out.

“The Nelk Boys resonate with young men because they embody that frat bro culture,” Bruesewitz explains. “They engage with this demographic in a way that’s unprecedented.”

Bruesewitz further notes that Trump’s collaboration with these influencers conveyed a vital message: “It’s perfectly fine to be masculine.”

He believes that Democrats have failed to express this sentiment effectively, ultimately to their detriment.

In the last election, voters aged under 30 predominantly supported Biden (59%) over Trump, as per a Pew Research Center report.

Now, Bruesewitz asserts that “young men have largely been overlooked by the Democratic party.” Trump has become the go-to choice for many in that demographic.

Could Trump have claimed victory in this election without this voting group?

“It would have been a tight race,” Shahidi observes. “I think the podcast approach turned it into a landslide.”

‘Toxic masculinity,’ male solitude, and why some young men support Trump

Apart from Trump’s podcast appearances, experts suggest various reasons behind the tendency of some Gen Z males to embrace MAGA culture.

To begin with, young men as a demographic are currently facing significant challenges. They are graduating from college at lower rates compared to women. Many experience mental health issues stemming from loneliness and social isolation. Communicating feelings proves difficult for many of them, complicating their ability to build meaningful relationships. Additionally, they confront economic difficulties and a sense of disenfranchisement.

“Over the past fifty years, there has been remarkable progress for women in America, while the status of men has remained largely unchanged,” states Ronald Levant, professor emeritus of psychology at The University of Akron and author of “The Problem with Men: Insights into Overcoming a Traumatic Childhood from a World-Renowned Psychologist.”

When a group feels marginalized, they often gravitate towards radical political ideologies. After four years under a Democratic presidency, many young men who felt marginalized became more receptive to Trump’s messages and willing to vote for him.

The absence of effective outreach to young men by liberals has also opened the door for some in this demographic to be swayed by more far-right online figures, such as Andrew Tate.

“Men’s isolation drives them to seek out voices that advocate positively for their interests,” Anderson explains. “Suddenly, there’s someone promising to alleviate their isolation. Men are drawn to that.”

For some young men, Trump resonated with them, even if they couldn’t clearly express why. In a viral TikTok video with 2.5 million views, a male student at college shares with newscaster Don Lemon that he intends to vote for Trump. When Lemon probes for more details, the student stumbles over his words.

Brueswitz believes the shift of young men in Gen Z towards Trump is influenced not only by Trump’s affirmative messaging but also by the Democrats’ unfavorable rhetoric. He asserts that the left’s use of “toxic masculinity,” in particular, has alienated many young men from the Democratic Party.

“One side suggests that being male is inherently bad and harmful,” he argues. “The other side does not propagate that idea. It’s clear why young men feel more accepted in our party than in theirs.”