Rethinking Men’s Health Marketing

When it comes to health and wellness, women have long been the focus of brand messaging—and for good reason.

They’ve historically driven purchasing decisions across many CPG categories. But a quiet revolution is reshaping the landscape. Men’s health marketing is evolving fast, as men show up not just in the gym, but across the wellness aisle.

From personal care and supplements to mental health and mindfulness, male consumers are increasingly engaged and demanding more from brands. Yet many men’s health marketing strategies haven’t evolved to meet them where they are today. Most brand playbooks relied on tired stereotypes: lean on performance, heavy on masculinity, and light on emotional nuance.

But today’s consumer demands something very different.

Nearly 60% of U.S. men say they are taking a more proactive approach to their health post-pandemic (McKinsey, 2023). They’re not only engaging with wellness products but actively seeking brands that reflect their evolving identities—whether that means prioritizing mental health, exploring skincare for the first time, or choosing plant-based supplements.

As we celebrate Men’s Health Month this June, it’s time to ask: What does the modern male health consumer really look like and how should brands respond?

At Compass Marketing, we work with leading health and wellness brands to uncover insights and build strategies that connect. In this piece, we lay out what’s behind the transformation and how CMOs can build smarter strategies to meet modern male consumers where they are.

What’s Driving the Shift?

Multiple cultural and behavioral trends are converging to accelerate growth in the men’s wellness market. Here are three key drivers:

🧠 Mental Health Takes Center Stage

Once considered taboo, mental health is now a mainstream concern, especially for men.

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●     70% of men aged 18–44 say mental wellness is just as important as physical fitness (Hims & Hers, 2023).

●     Teletherapy platforms like Cerebral and BetterHelp have seen double-digit growth fueled by social media campaigns emphasizing vulnerability and balance.

●     The Office of Suicide Prevention at the Colorado Dept of Public Health and Environment funded an interactive mental health campaign targeting men (25-54) that uses humor to address issues like depression, divorce, and anxiety. Over 2 million men have visited the site, and 45,000 have used the red phone button to immediately connect to life-saving services.

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🛍️ The Rise of the Conscious Male Consumer

Men, especially Millennials and Gen Z, are scrutinizing ingredients, sourcing, and brand values more than ever.

●     55% of men say they prefer "clean label" or natural health products, up from 38% just five years ago (SPINS,2024).

●     Brands like Dr. Squatch, which combines natural ingredients with irreverent humor, have built a $100M+ DTC business by speaking directly to this value shift.

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📲 Digital-First Engagement Is the Norm From Reddit forums to TikTok wellness influencers, men are turning to digital platforms for discovery and education.

●     On TikTok, the #menshealth tag has surpassed 2.5B views, with content ranging from testosterone tips to skincare tutorials.

●     Brands like Hims, Roman, and Athletic Greens are winning by investing in marketing that educates, normalizes, and simplifies.

Meet the New Male Health &Wellness Archetypes

Today’s male consumer is not a monolith. Here are three strategic profiles brands can use to better segment and speak to this audience:

1. The Wellness-Minded Achiever

This consumer views health as an extension of ambition. They seek mental sharpness, peak performance, and physical vitality.

Driven, disciplined, and digitally informed, this consumer views health as an essential part of his personal and professional optimization. He’s building morning routines, tracking sleep cycles, and stacking supplements to gain an edge both mentally and physically.

●     Prefers: Adaptogens, sleep tech, nootropics, daily greens.

●     Brand Examples: Athletic Greens, Eight Sleep, Kion.

●     Marketing Strategy Tip: Offer data-backed credibility and habit-forming systems (e.g., morning routines, trackers, results-based messaging).

2. The Conscious Consumer

This persona prioritizes purpose and principle. He chooses brands that align with his personal values, whether that’s sustainability, cruelty-free formulations, or ethical supply chains. He’s motivated by impact, not image.

●     Prefers: Plant-based, cruelty-free, low-impact products.

●     Brand Examples: Every Man Jack, Tom’s of Maine, Ursa Major.

●     Marketing Strategy Tip: Lead with mission-based storytelling and product purity rather than gender clichés.

3. The First-Time Explorer

Curious, but cautious, this consumer is just beginning to explore wellness and personal care. He often feels overwhelmed by choice or unsure where to start, but once he finds a brand that resonates, he tends to stick with it.

●     Prefers: All-in-one products, affordable skincare, basics with good UX.

●     Brand Examples: Lumin, Harry’s, Oars + Alps.

●     Marketing Strategy Tip: Lower the barrier with educational, demystifying content and starter kits that reduce decision fatigue.

Three Imperatives for CMOs in Health & Wellness

As male consumers redefine what health means to them, CMOs must rethink how they connect, communicate, and convert in the wellness space.

1. Move Beyond Masculine Tropes

Skip the overused imagery of gritty gyms and shirtless abs. Instead, brands should speak to mindset, performance, and long-term well-being.

●     Example: Hims took the shame out of hair loss and erectile dysfunction by using clean, modern design and empathetic language—now valued at over $1B.

●     CMO Takeaway: Emotional intelligence + clinical clarity is more effective than aggression or alpha energy.

2. Create On-Ramps, Not Barriers

Many male consumers still feel unsure or intimidated by self-care. Meet them halfway with entry-level education, subscription simplicity, and bite-sized messaging.

●     Example: Harry’s offers sleek, low-friction onboarding for grooming and mental health. Their "Feel Good" campaign broke new ground in normalizing therapy.

●      CMO Takeaway: Focus on ease, reassurance, and trust. Don’t over-assume baseline knowledge.

3. Tell a Story That Reflects Identity

Men increasingly want their health habits to align with who they are or who they’re becoming. Brand affinity is built not just through efficacy, but cultural resonance.

●     Example: Eight Sleep connects elite sleep performance to productivity, not luxury. It frames health as a competitive edge, not indulgence.

●     CMO Takeaway: Frame wellness as aspirational yet accessible.

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Where the Market Is Headed

The men’s health and wellness space is no longer a fringe category. It’s a dynamic, fast-evolving opportunity. By 2027, the U.S. men’s personal care market alone is projected to exceed $75 billion (Statista, 2024), while men’s supplement usage is forecast to grow 12% annually.

We expect strong innovation in:

●     Longevity and testosterone optimization (e.g., Tally Health, Hone)

●     Performance-focused daily rituals (e.g., AG1, LMNT)

●     Therapy-as-wellness platforms tailored to men

●     Sustainable, minimalist skincare and grooming

The brands that thrive will be those that ditch outdated playbooks, leverage psychographic segmentation, and speak to men as whole people.

Final Thought: Men’s Health Marketing is Evolving

Men’s Health Month is the perfect moment to stop treating male consumers as an afterthought.

CMOs and brand leaders have a unique opportunity and responsibility to meet the modern man where he is: evolving, empowered, and ready to invest in his well-being.

At Compass Marketing, we specialize in marketing for health and wellness brands,  translating these cultural shifts into strategic action. Whether you’re repositioning a legacy brand or launching something new, we can help you build relevance, resonance, and results.

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