Matcha, Labubus, feminist literature and even corded earbuds have been on the rise as a part of one specific trend: the “performative male.” This concept consists of men on social media engaging in activities and interests that are typically considered feminine and being labeled as “performative” for “acting” to gain social or romantic validation.
While this trend can seem harmless, the impacts run deeper than a decrease in Airpods sales: Classifying men’s interests in stereotypically women’s activities as only for the female gaze — which focuses on behaving in ways that draw positive attention from women, generally because
they feel understood — leads to the devaluation of these hobbies. For senior Aman Solanki, this trend introduced a new stigma to things he enjoys himself.
“I feel like my friends and I lean into things, like certain types of music or aesthetics, and we’re not just doing it to be performative — we genuinely like them,” he said. “It’s definitely mocked as fake or as trying to be a girl. On the other hand, it is breaking away from strict masculinity while embracing more feminine interests.”
Specific to many microtrends, the sudden increase in specific demand for items such as matcha and Labubus creates a cycle of mass production and consumerism. The materials used in production create unnecessary waste and environmental harm, as it leads to overconsumption due to the purchasing culture surrounding online trends. Senior Riya Chaudary, president of Gunn’s Green Team, recognizes the long-term environmental effects that short-term trends create. This detriment extends beyond just the performative trend: The perpetration of one trend often leads to another, creating a succession of unnecessary waste for a fad that lasts only a few months.
“The performative trend has definitely contributed tothe increasing cycle of micro trends,” she said. “People who don’t even enjoy (matcha) are going out to buy it and this has resulted in matcha shortages in Japan, which are already worsened by climate change.”
Not only does the increased demand lead to supply chain issues, but it also leads to viewer-starved influencers creating food or product waste in order to gain popularity.
“People throw (drinks) on the floor for a funny video, or they pour it into purses so it looks cool,” Chaudary said. “So obviously there’s a lot of waste in
that way.”
While interests go viral quickly, and often for a good reason — who doesn’t love a good
matcha? — there are often much more meaningful effects. Although it may seem like a simple joke about one’s interests, this trend fundamentally affects both the environment and the participants.
The performative trend can serve to reveal deeper, longstanding issues with gender stereotypes. Tradition dictates what is considered masculine and feminine, and when something goes against the norm, it’s not immediately accepted as genuine.
“The fact that guys feel like they have to do this as a trend shows that even when men embrace more feminine interests, it’s framed as performative instead of being normal,” Solanki said. “I feel like that shows bigger issues about gender roles and authenticity.”
