This panel will dissect the complex identity of the Gen Z male consumer and the $360 billion market shift driven by his media habits and evolving definition of masculinity. We will examine how the consumption of sports, streaming video, and short-form content has fragmented attention, moving away from traditional male archetypes toward a preference for emotional presence, authenticity, and mental well-being in brand storytelling. CMOs will gain actionable insights on how to move beyond outdated stereotypes and foster meaningful connections that align with the core values of this digitally fluent, value-driven audience.