Research: Gen Y Men & Emotions

The American Foundation for Suicide Prevention reports that nearly 70% of suicides in the U.S. are by white men. I asked whether a resource could help Gen Y men better understand and regulate their emotions within relationships. That question became the foundation of my degree project.

THE SOCIETAL ISSUE

I set out to understand the root causes of emotional instability in men. My research included a literature review, concept mapping, interviews, Reddit analysis, documentaries, and surveys. Together, these methods explored how gendered parenting shapes emotional expression and how Gen Y men learn to navigate relationships and vulnerability.

THE LIT REVIEW

THE CONCEPT MAP

THE PRIMARY RESEARCH

Several clear themes emerged from the research. Participants shared concerns about how others perceive them, how they build relationships, and what keeps them connected. Many used Reddit daily but avoided discussing personal issues publicly or under their real names. Most wanted stronger personal connections, especially with romantic partners, and often relied on a close woman in their life to help them process difficult emotions.

Although many expressed interest in self-improvement and mental health, few actively pursued it. Common barriers included lack of time, uncertainty about available resources, or simply not making it a priority. Only one participant attended therapy, and none used their smartphones for intellectual or personal growth.

Many participants worried about appearing "weak" or "weird." They described learning early to hide their emotions to avoid judgment. Over time, this often made empathy and meaningful relationships more difficult. Some also described strained relationships with emotionally distant fathers or hypermasculine role models whose expectations conflicted with their own values. These experiences often affected their confidence, discipline, and long-term motivation.

Overall, participants struggled to separate their own needs from the expectations of parents, partners, employers, and society. They needed support in identifying what they genuinely wanted and felt.

THE USER

THE PROTOTYPE

After testing the prototype with 20 participants, several key insights emerged. Most respondents wanted healthier relationships and opportunities for self-improvement. Video games, writing, and music were the most common forms of emotional expression, while sports, movies, and reading were mentioned less often. Nearly everyone reported that physical activity improved their mental and emotional well-being, and many also practiced meditation, journaling, religious activities, or other mental exercises.

Eighty percent of participants responded positively to the visual identity, while half were most interested in the social challenges and personalized recommendations.

Several participants shared encouraging feedback:

“The concept I really like because there should be more assets to help guys build emotionally healthy relationships, because most are raised in such a way that makes that hard to learn.”
“If advertised and packaged well, this solution could have a lot of potential. Very well put together.”

Many participants described feeling isolated by social pressure to suppress their emotions. They wanted stronger relationships but felt they lacked the time, money, or resources to build them.

One participant suggested including materials for a hosted evening, such as wine, meal ingredients, and dinner party instructions. That insight shifted MAYL from a self-improvement box toward a relationship-building experience. Others wanted more hands-on challenges, such as sewing a wallet, brewing beer, or trying kombucha. While participants appreciated MAYL's visual identity, many were less convinced by the subscription model itself.

Participants were especially interested in the personalized challenge cards:

“Digging for things is kinda hard for me. I really enjoy new good movies, music, and restaurants, etc., but the process of finding them is hard. And it can be stressful.”
“Self-improvement can feel like a daunting task. Having specific and personalized challenges mapped out for you makes it feel much more approachable.”

THE USER TESTING RESULTS

THE DESIGN OUTCOME

MAYL was designed to make connection feel more approachable. It begins with thoughtful text messages that offer encouragement and gentle check-ins without demanding a response. Over time, the experience grows into a supportive chatbot that learns users' routines, remembers personal details, and builds trust through consistent, low-pressure interactions.

Users can also receive a monthly box curated around their interests and goals. Each package includes prompts, conversation starters, worksheets, and thoughtfully designed objects that encourage authenticity, self-reflection, and stronger relationships.

The philosophy behind MAYL is simple: meaningful growth happens through small, everyday moments. By combining digital companionship with tangible experiences, the service encourages connection, curiosity, and emotional openness one conversation at a time.

I designed MAYL to reduce the effects of toxic masculinity, help men feel less isolated, and provide practical tools for emotional communication and healthy boundaries. The service addresses fear of rejection and rigid gender expectations through structured challenges, measurable goals, and practical exercises that encourage vulnerability and stronger relationships.

Final Reflection

Testing the concept with real users reshaped my perspective. I realized I had initially designed a product that felt more like something a woman might encourage her partner to use than something a man would seek out on his own. While participants valued the mission and visual identity, many felt the subscription model was less appealing.

The feedback made it clear that men want resources that fit naturally into their lives. Moving forward, the onboarding experience, subscription model, and overall positioning need refinement. This project was a meaningful first step, but it only scratches the surface. Continued user feedback, more practical experiences, and clearer behavioral goals will strengthen the concept and better support men's emotional health.