“Walk like a man, talk like a man, walk like a man my son…” Those iconic lyrics from The Four Seasons seem to echo a current trend that’s sweeping across the nation: the resurgence of manliness.
This movement might have taken its first steps a few years back. Remember when hipsters, who couldn’t tell an axe from a body spray, started appearing in trendy bars dressed like lumberjacks? Well, that was just the beginning. Things truly crystallized during the recent U.S. presidential election.
In an intriguing shift from 2020 to 2024, young male voters aged 18 to 29 swung 29 percentage points towards Donald Trump. Despite Joe Biden previously capturing this group by a 15% margin in 2020, Trump managed to clinch it by 14% in 2024.
One may wonder: What’s behind this significant change?
It’s largely driven by the economic marginalization young men are experiencing. The percentage of men aged 25 to 34 who aren’t part of the labor force has almost doubled from the year 2000. Trump effectively tapped into their dissatisfaction and aspired to offer the robust leadership they crave. The defining moment was when Trump, shortly after surviving an assassination attempt, raised his fist while bleeding and called on his supporters to keep fighting. That image resonated profoundly with many.
Post-election, there’s been a noticeable increase in advertisements that boast rugged masculinity. Suddenly, images and videos of muscular, middle-aged men offering everything from auto parts to life coaching inundate our online spaces.
This shift toward a more macho mindset is likely here to stay, as America moves from focusing on pronouns to embracing a stronger, manlier persona.
And where there’s a trend, there are opportunities for profit.
Take whiskey, for instance. While women enjoy it too (and some can certainly hold their liquor), there’s a classic charm in perching on a barstool, locking eyes with the bartender, and ordering “bourbon” with a grunt. It’s simply manly.
Brown-Forman (NYSE: BF-B) stands out in this arena with brands like Woodford Reserve bourbon, Slane Irish whiskey, and Jack Daniels. They’re also behind the popular tequila, Herradura. The company is looking at an impressive 146% growth in earnings over the next decade and offers a 2.4% dividend yield.
(Yes, the U.S. surgeon general has recommended cancer warnings on alcohol labels similar to those on cigarettes. But let’s face it, we’re already aware of the risks. This will likely just lead to more tongue-in-cheek toasts directed at the surgeon general.)
If whiskey isn’t the pinnacle of manliness, guns certainly are.
With Republicans controlling both the White House and Congress, any new gun legislation seems improbable in the near future.
The firearm market is anticipating growth from $8.7 billion to $12 billion by 2030.
American Outdoor Brands (Nasdaq: AOUT), previously part of Smith & Wesson (Nasdaq: SWBI), sells various firearms and outdoor products. This microcap stock boasts a price-to-sales ratio under 1, is cash flow positive, and is largely overlooked on Wall Street, presenting a prime opportunity for early investors.
I contemplated discussing trucks next but decided against it due to my lack of enthusiasm for companies like Ford (NYSE: F) and General Motors (NYSE: GM).
Instead, let’s talk about motorcycles, specifically Harleys. Harley-Davidson (NYSE: HOG) has faced challenges with stagnant revenue over the past couple of years. However, projections indicate a turn-around with earnings set to rise by double digits annually in the coming two years and a potential 161% increase over the next decade.
Meanwhile, its stock is trading at just seven times earnings, eight times forward earnings, and an enticingly low four times cash flow, and it provides a 2.3% yield.
Expect this “manliness movement” to persist for a while, bringing with it brands and sectors that could thrive as a result.
And don’t forget, the most manly action you can take is ensuring your family’s security through long-term investments. After that, I’ll see you at the bar, the shooting range, and out on the open road.
