Mascuzynity

The rise of the new symbol of masculinity

Sexual enhancement, right-wing politics, and toxic masculinity are not what Swedish Match had in mind when developing Zyn. Yet, this is how it is being promoted by influencers and politicians. And people are buying it en masse. Zyn is not tobacco– it is a nicotine pouch, meant to be inserted in between the lip and gum for around an hour. Free of the cancer-causing chemicals of cigarettes, it is marketed as a healthier alternative to smoking. The satchel comes in a wide range of flavors to complement its “nicotine buzz”, adding to its appeal as a smoking cessation tool. In 2014, the small pouch made its debut in the States under Philip Morris International (PMI). Since then, Zyn has journeyed from Stockholm to D.C., topping sales charts year after year. In 2023 alone, PMI sold Americans a whopping 350 million cans. The little guy has tapped into a huge market. It has also tapped into a precarious moment of American masculinity.

Young men today live in an era of great economic uncertainty. The unemployment rate is sky-high; countless blue-collar or male-coded jobs have vanished. Many have to enter pink-collar industries traditionally associated with women. Their image of being the “breadwinner” is shattered. Their sense of “manliness” is threatened.

Conservative values have been pushed back, and social advances have gained momentum. Feminism has garnered increasing support over the past decades, as has the fight against racism. Communities once marginalized have covered more ground than those well-off, namely their white male counterparts. According to the White Men's Leadership Study, which examines the experiences of white men in diversity and inclusion efforts, nearly 70% report feeling “forgotten” by these initiatives. The nature of diversity, equity, and inclusion(DEI) is that it benefits all, and therein lies the tension. These programs are particularly challenging for white men because they shift focus away from centering, elevating, or preserving their dominance in any space. While wanting to retain power doesn’t make someone inherently bad, the actions taken by white men to maintain such systems often reinforce racism. This, in turn, fuels the already ambient male insecurity– a feeling that something is missing, that they are falling behind. 

Individualism is not the answer. Progressive societies avoid setting a rigid definition of masculinity to prevent ousting those who don’t fit in that box. Besides, attributing virtues to men, especially positive ones, raises concerns that these qualities are implicitly denied to women. The result is the shift to individuality– to be a “good person” regardless of sexuality or race. Being a “good person” is not a sufficient roadmap for young men. “I just want someone to tell me how to be,” a teen told a Vox interviewer. The left has left a vacuum, and the right is more than happy to fill it.

Legions of “manfluencers” leverage this new male insecurity for exploitation. Hustle gurus and content creators begin selling a modern macho archetype: men must be fit, look attractive, and “perform at high levels.” The new model emphasizes what men put in their bodies. It’s all about the “nicotine, protein, caffeine, and creatine” of it all. TikTok influencer Liver King gained millions of followers by promoting eating “beef brains, bull testicles, and raw animal livers,” before admitting his physique was steroid-enhanced. If consuming raw organs is a gateway to peak physique, the same notion goes for other extreme stimulants. 

Zyn becomes a staple of the New Masculinity. Tucker Carlson, a conservative commentator, called Zyn a “powerful work enhancer,” extolling its ability to free the mind and boost sexual performance.  “I use it every second I’m awake,” said Carlson on his podcast, which has topped Apple Podcasts 2024 year-end charts. “Seconds before I fall asleep, I take it out.” There is no evidence that Zyn can be a sexual aid. In fact, nicotine constricts blood vessels. A heart attack is more likely than what Carlson claims. Daily Wire podcaster Michael Knowles, with 2.1 million subscribers and more than 17 million monthly views on YouTube, declared that Zyn is “actually what Neuralink will feel like.” Anti-woke figures like Joe Rogan and Shane Gillis endorsed the pouch in their podcasts, along with off-color jokes. 

While Philip Morris has distanced themselves from bro-ey influencers, Zyn still attracted a cult-like following. And right-wing politicians love it. When Senate Majority Leader Chuck Schumer called for the FDA to investigate the product, Republicans responded by dubbing it a “Zynsurrection.” Rep. Richard Hudson shared a photo of himself with a Zyn can, captioned “Come and take it!” 

The backlash against state intervention in consumer autonomy is no recent news. It is rooted in the long-standing Conservative opposition to the so-called “nanny state.” Examples like Bloomberg’s overturned big-soda ban and enduring anti-vaccination activism encircle a common idea: individuals are capable of making their own choices, and this autonomy is an inherent right that deserves protection. Conservatives have tied this narrative to broader cultural grievances, promising insecure men the restoration of their supposedly lost virility– even if it’s built on shaky rhetoric and misinformation. It works like a charm. Supporters ask politicians to sign their Zyn cans. The hashtag #Zyn is ubiquitous across the internet. The Trump campaign's TikTok video, "Save Our Zyn," has garnered millions of views and a surge of support in the comments. The apolitical nicotine product has become a political strongarm for Republicans– with huge success.  

A smoking-cessation tool has prompted more nicotine addicts. A small white pouch has sparked partisan sentiment. The randomness of Mascuzynity likely blindsided Swedish Match. More tellingly, it reflects the instability and shifting dynamics of today’s world.