On Friday evening, over one hundred students gathered in front of the Student Stores, eagerly awaiting the start of an event that's been popping up at universities across the nation: a performative ...

College students are showing up with tote bags, wired ear buds and matcha lattes for a chance to win “performative male” contests that have popped up on campuses around the country. The goal in these ...

Forbes contributors publish independent expert analyses and insights. Kian Bakhtiari writes about Gen-Z marketing and social impact. Performative males have emerged as the archetypal Gen-Z meme. The ...

A wave of TikTok jokes accusing men of faking their interests to attract women has given rise to the term “performative matcha,” a label now applied to guys who order trendy green tea drinks for ...

As a new archetype gains traction, contests in Seattle and New York have found some men embracing the label — and signifiers like books, records and Labubus. By Alisha Haridasani Gupta and Nicole ...

They drink matcha lattes. They carry tote bags. And, in recent weeks, they've become an internet sensation. They're called "performative men" − and, even if you haven't heard of them yet, odds are you ...

When I’m at my wits’ end trying to come up with ways to convince my friends that we should go bar hopping, crash a friend-of-a-friend’s birthday party, or check out the new not-so-secret speakeasy ...