Change Things Lab: Looksmaxxing

May 15, 2024

Welcome to The Change Things Lab!

Hopeful Monsters’ new cultural intelligence and research unit uncovering the unexpected truths that shape the way we live.

This quarter, we’re shining a spotlight on a concerning online trend affecting young men in Australia:


But what exactly is Looksmaxxing? It’s more than just a quest for physical improvement; it’s a journey through societal pressures, self-improvement endeavors, and the complexities of modern masculinity.

Our research uncovers the startling rise of body image issues among young men, delving into TikTok trends and societal norms shaping their perceptions.

But we don’t stop there. We explore how brands can reshape the narrative around male body image and drive positive change.

Access the full report below now!

Download the full report here.

Words by Change Things Lab.