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 ...

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 ...