Pinterest’s male audience is booming. Here’s what they’re searching for

A growing number of men are flocking to Pinterest.

The company’s first-ever trend report reveals that male users now make up more than one-third of its 570 million global active users. That equates to over 171 million men, most of whom are part of Generation Z, according to Pinterest. Interestingly, these men challenge the typical stereotypes of social media behavior.

“Our data paints a picture of a nuanced group of male users on Pinterest that largely rejects the toxicity you might find elsewhere online—and engages with content in positive, authentic ways,” the company wrote in a blog post.

Pinterest has been on a roll lately. Its stock is up more than 25% year to date, and it has risen 34% in the past year. The company is scheduled to report its Q2 earnings after the bell on August 7,