Prosperity Masculinity: The Rise of Wealth, Fitness, and Self-Branding in American Manhood
Autonomy and the addiction to attention
There has been much discussion about "toxic masculinity," often defined by behaviors such as suppressing emotions, appearing tough, and using violence to assert power. While some claim these traits are encouraged today, particularly in certain communities, this influence seems to have waned after the 1990s. What I observe now is a modern form of masculine success, which I call Prosperity Masculinity, characterized by financial independence, disciplined self-improvement, and physical fitness, especially through weight training. This approach emphasizes personal wealth, autonomy, and leveraging one's success for public display, particularly on social media. True masculinity in this world is success and financial independence. Prosperity Masculinity defines masculine virtue by one's ability to attain wealth, display success, remain autonomous, and embody physical excellence.
Prosperity masculinity is the merger of masculinity with the prosperity gospel. A man is defined by his relentless pursuit of personal excellence, financial independence, and physical fitness, where self-discipline and mental toughness are central virtues. His success is measured by his ability to overcome obstacles, build wealth, and cultivate personal brand power, with these achievements seen as both self-validation and signs of divine favor. He views life as a proving ground where his accomplishments are not just personal milestones, but also indicators of spiritual blessing and worthiness.
Prosperity masculinity prioritizes financial success through discipline, risk-taking, and intelligent investments, symbolizing freedom and self-reliance. It frames personal fitness as a sign of mental and physical resilience, portraying self-reliance as a means to support loved ones and serve as a leader. However, at its core, it is self-centered, often focused on building a monetizable personal brand. Social media plays a critical role in amplifying this, with the pursuit of attention and validation driving followers to showcase wealth and fitness to sell self-improvement programs. The drug is attention. That’s the addiction! That is, “how man people are giving the me the validation and affirmation that I long for?” Central to this trend is a "search for glory," stemming from Horney’s concepts of the "idealized self" and "basic anxiety." This why so many young men what to be content creators and influencers rather than putting themselves in harms way to be problem solvers.
Horney’s Theories
Karen Horney's concept of "basic anxiety" refers to the deep sense of insecurity and helplessness that children, particularly boys, feel when they experience neglect or a lack of emotional validation and affirmation from their caregivers. The "idealized self" is a false, perfect image that individuals create to compensate for their feelings of inadequacy, striving to become what they believe they should be. The "search for glory" involves a relentless pursuit of success, power, or admiration as a way to fulfill the impossible standards set by the idealized self.
Basic Anxiety: This refers to the deep feelings of insecurity stemming from unmet needs for validation and support, often beginning in childhood. Young men may seek wealth, power, and fitness as a way to compensate for these feelings, driven by the fear of inadequacy and rejection.
Idealized Self: Horney suggests that people construct an idealized version of themselves to escape their feelings of inferiority. In the case of Prosperity Masculinity, men project an image of perfect success, autonomy, and physical prowess. This idealized version becomes their goal, which they believe will solve their anxieties and provide validation.
Search for Glory: This is the relentless pursuit of external achievements like wealth, fame, or status to fulfill the unattainable expectations of the idealized self. Young men following Prosperity Masculinity are driven to acquire financial independence, perfect their bodies, and build personal brands, seeking glory as a way to silence their internal feelings of inadequacy and prove their worthiness to themselves and others.
I have two examples of this in men like Colin Yurcisin and a recent high school graduate named Jacob. What’s intriguing about their platforms is that both present themselves as devout, serious Christians.
Colin
To illustrate, let's consider Colin Yurcisin's story. He begins his narrative as a man in crisis, $50,000 in debt and struggling with substance abuse. Now in his later 20s, his journey to financial success is marked by hard work and entrepreneurial endeavors, but the focus of his transformation is not just on external achievements. This to be commended! Colin’s relentless pursuit of material wealth, physical fitness, and personal branding mirrors Horney’s concept of the "idealized self"—a constructed image of who he believes he should be, shaped by societal expectations of success, wealth, and independence. He achieves outward success by creating and marketing a lifestyle that others will aspire to, which he then monetizes by selling this very formula for success back to his followers. He what’s he selling and his brand and monetization product? Coaching. He can show you achieve prosperity masculinity for yourself if you follow his direction.
Horney’s theory of “basic anxiety”—a deep fear of inadequacy and rejection—can also be seen in Colin’s early struggles. From being assaulted at a party to facing rejection at his business school, Colin’s story is marked by pivotal moments where his sense of security is threatened. His eventual success in becoming a multi-millionaire with luxury possessions, Horney might argue, is a response to this anxiety, reinforcing his sense of worth and invulnerability.
Finally, Horney might argue that Colin’s “search for glory” is evident in his constant drive to reach new heights, especially when it’s not framed theologically with a telos beyond the self. It’s not enough for him to become wealthy—he sets increasingly ambitious financial goals, aiming for $10 million by age 25 and beyond. This need for continuous validation through wealth and status aligns with Horney’s idea of individuals striving for personal glory to cope with deep-seated feelings of inadequacy.
At its core, Prosperity Masculinity is about more than just flaunting success—it is a reflection of modern male anxieties in a world where traditional markers of masculinity are being redefined. Men like Colin build their personal brands on the image of being “self-made,” independently wealthy, and self-serving. Their idealized selves are not just aspirational; they are sold as products to others who, like them, seek validation through material and physical achievements. This new masculinity, however, is ultimately a fragile construct, built on the need to continually prove one’s worth through external success, rather than inner fulfillment or service to a broader community.
As Colin’s story reveals, Prosperity Masculinity is a reflection of how young men today are navigating their identities in a world that places increasing pressure on external markers of success, often leaving unresolved deeper psychological tensions that continue to drive their relentless pursuit of the ideal self.
Colin’s journey began with $50,000 in debt and substance abuse. Through relentless self-discipline, he achieved financial success and built a personal brand around fitness and wealth. However, his transformation reflects the drive of the idealized self, constantly seeking external validation through material success, as theorized by Horney. Colin has 572K followers on Instagram.
Karen Horney’s theories of basic anxiety, the idealized self, and the search for glory might explain Colin Yurcisin's relentless pursuit of wealth and status in prosperity masculinity.
Basic Anxiety: Horney would argue that Colin’s early struggles—$50,000 in debt and substance abuse—likely contributed to deep insecurities, driving him to seek external validation through wealth and success to compensate for feelings of inadequacy and rejection. This basic anxiety fuels his drive to “prove” himself in the world.
Idealized Self: Colin’s construction of a “self-made,” financially independent persona represents Horney’s concept of the idealized self. Rather than confronting internal struggles, Colin projects an image of material and physical success that aligns with societal expectations of masculine worth. By building this persona, Colin creates a false image of perfection—wealth, fitness, and autonomy—that he strives to live up to. This image helps him feel powerful and validated, but it is ultimately unattainable, leading to a cycle of constant striving.
Search for Glory: Colin’s increasing financial ambitions (e.g., aiming for $10 million by age 25) exemplify the search for glory, where success is measured by external markers like wealth, fame, and power. This pursuit is not merely about financial stability but about achieving an image of untouchable success to silence his internal insecurities. His social media presence, coaching, and lifestyle branding showcase this quest for glory, positioning him as a model of success that others are encouraged to follow, all while masking deeper fears of inadequacy.
Through these lenses, Colin’s success and lifestyle can be seen as attempts to compensate for early insecurities, driving him to seek validation through external achievements—much like the larger trend of prosperity masculinity in young men today. Instead of addressing inner vulnerabilities, young men like Colin construct a self-image based on material success, a fragile construct that perpetuates anxiety and the relentless pursuit of unattainable ideals.
Jacob
Jacob, who recently graduate from high school, is the perfect example of GenZ prosperity masculinity. This what Jacob describes as an admirable way for a Christian you man to live:
The true beauty of graduating high school, not going to college, and making money online is the freedom to live each day however you want. There's comfort in knowing that the only tasks you need to complete are those you've set for yourself, benefiting only you. Unlike jobs or school, where you're working toward someone else's goals, you're focused on your own. My biggest goal has always been to work for myself without conforming to others' motives. Today marks day 308 of my 1,000-day vlog challenge.
There seems to be some formula where guys are film a series of “day-in-the-life” short videos of themselves and for some reason, it’s important to film content with their shirts off.
Jacob said that he came to the end of his school and was thinking about how to become a productive man and the idea popped into this head to film himself and how people watch a day in his life. Think about that carefully. His definition of being “productive” was not to go oversees and work in an orphanage, it was not to work in a homeless shelter in his home town, it was not being a big brother to an underprivileged kid, it was to turn a camera on himself to be a brand about himself.
Jacob is attempting to launch a movement around himself, for himself, about himself called, “What’s The Move.” He goal is to build a business around himself. In this world, Jacob is the center. As he says, “There's comfort in knowing that the only tasks you need to complete are those you've set for yourself, benefiting only you.”
Jacob has 137K followers on Instagram.
Karen Horney’s theories of basic anxiety, the idealized self, and the search for glory may also explain Jacob's relentless pursuit of wealth and status in prosperity masculinity.
Basic Anxiety: Jacob's desire for autonomy and control over his life, combined with his rejection of traditional paths like college or jobs, may stem from a deep-rooted insecurity. Horney’s theory suggests that Jacob’s drive for self-sufficiency could be a response to a lack of emotional validation, driving him to prove his worth through personal success.
Idealized Self: Jacob projects an image of personal freedom and entrepreneurial success, constructing an idealized version of himself as someone who answers only to his own goals and desires. This image compensates for any underlying feelings of inadequacy by creating a narrative where success equals self-sufficiency, independence, and control over life.
Search for Glory: Jacob's social media presence, exemplified by his 1,000-day vlog challenge, reveals his relentless pursuit of external achievements. His self-branding and vlogging, framed as the ultimate expression of success, highlight his constant need for validation. He seeks to prove his worth by becoming a figure of admiration, embodying the unattainable ideal that Horney refers to. Through wealth and personal branding, he chases the "glory" of being his own boss, free from the influence of others—though this is largely driven by the need to silence the internal feelings of inadequacy Horney theorized.
By centering his identity on personal wealth, fitness, and autonomy, Jacob illustrates how young men today, following the Prosperity Masculinity trend, are shaped by deeper psychological struggles that Horney explained in her theories. They compensate for internal fears of inadequacy by externalizing success, creating personas that reflect an idealized version of manhood rather than embracing their true selves.
For Prosperity Masculinity, the addiction is attention. Jacob even when so far as to frame productivity in terms of filming himself.
Is this a new emerging Christian manhood?
Again, what’s so fascinating about both Colin and Jacob is they are also promoting themselves as Christians. I’ve wondering want model of masculinity in the Bible prioritizes financial success through discipline, risk-taking, and intelligent investments, symbolizing freedom and self-reliance? Where is that?
A better definition of success and productivity might be faithfully living in obedience to God’s covenant, trusting in His promises, and advancing His redemptive purposes through humility, service, and steadfast devotion and loving for ways to do that as far as the curse if found.
Was Jesus trying to build a personal brand for his own success and then offering coaching and merchandise. So in Jacob’s journey, one of things we’re not seeing his videos is how he self-sacrificially offers his time, talent, or money for the benefit of others. Colin’s movement also is centered on personal success.
Jacob says that he has financial goals but never explains why? What’s the point of having financial goals? Is it just for the pursuit of a comfortable and easy life? Is that why Jesus died? So that young men could pursue self-centered life of personal branding? Is that what the resurrection was for?
In the world of prosperity masculinity, autonomy is the goal for life, not serving others, which is directly contrary to the work and person of Christ. This is model of dysfunctional and disordered masculinity.
Christian masculinity, as modeled by Jesus, calls men to deny themselves and live in service to others. The pursuit of personal wealth and glory, as seen in Prosperity Masculinity, runs counter to the Bible’s call to humility and sacrificial love. A life defined by love for God and neighbor stands as a powerful alternative to a self-centered vision of success.
Talent Wasted?
I’ve said before that the world needs a generation of men who want to be problem solvers. Men who look at the world, and its brokenness and are willing to pursue either for-profit or non-profit ways to help other people and make their lives better. We need young men, in the name of God the Father, Son, and Holy Spirit want to contribute to human flourishing to the glory of God, not to being a personal brand or a business around themselves.
Jacob’s vision of success, focused on self-interest and freedom without external obligations, misses the true calling of man as understood in resurrection. Success is not merely about living for oneself but about using one's God-given talents and freedoms to serve others. Man’s ultimate purpose is to love God and love his neighbor (Matthew 22:37-39). Prosperity in a free market becomes meaningful only when it contributes to the common good, cultivating moral virtue, service, and responsibility toward others. This is not what Jacob is about at this point in his life. He wants to be a movement around himself.
A young man like Jacob, could, instead, explore several business opportunities that align with values of free-markets and human flourishing. Building a business focused on vocational or trades education, particularly for industries like construction, mechanics, or agriculture, can address skill gaps while promoting independence and provide jobs for others. Additionally, creating a financial planning firm that encourages responsible saving, investment, and entrepreneurship aligns with conservative principles of fiscal responsibility and individual wealth-building. This an other-centered perspective on being productive—creating employment opportunities for others to economically thrive.
An young man, like Jacob could instead, start a non-profit organization focused on values by promoting responsibility, family values, and community interdependence. For instance, launching an organization that provides financial literacy and entrepreneurship training to low-income individuals, helping them achieve financial independence. Additionally, creating a program that connects young men with skilled trades apprenticeships fosters independence and supports strong work ethics. Another idea could be forming a mentorship network to promote fatherhood and family leadership, reflecting traditional values of community and moral virtue.
We need men who are devoted to solving real-world problems, not sitting at home ensuring their own comfort while building a personal brand.
Conclusion
In the end, instead of pursuing autonomy, self-glorification and attention, true freedom and success come from living out their God-given responsibilities to love and serve both God and neighbor. A life centered on personal success, without regard to community and sacrificial service, ultimately leads to emptiness, vanity, and decadence. True mature manhood finds its fulfillment not in what you acquire around but in what you give, aligning with God’s redemptive purposes in the world.
I’m not sure that there’s anything Christian about the way that Colin or Jacob have decided to game followers, customers, and future clients.
Unlike earlier masculine ideals that emphasized duty to family and community, Prosperity Masculinity glorifies self-reliance and personal branding. This shift is fueled by the rise of the gig economy, where financial success is less tied to stable jobs and more to entrepreneurial ventures, making wealth and fitness markers of personal identity rather than communal responsibility.
A more fulfilling aspiration for young men might focus on humility, service, and responsibility to others. Rather than seeking validation through wealth or physical prowess, men could find purpose in building communities, caring for their families, and contributing to the common good. This not only aligns with Christian values but provides a richer sense of meaning than personal success alone.
The widespread embrace of Prosperity Masculinity could lead to a society where men are increasingly isolated, focused solely on their personal goals at the expense of relationships. This self-centered approach may erode the values of community and cooperation, leaving men disconnected from deeper sources of fulfillment found in service and interpersonal connection.
In the end, the ultimate tragedy of Prosperity Masculinity is that it reduces the purpose of manhood to nothing more than personal success, leaving behind the values of sacrifice, community, and responsibility—and if Jesus lived like that, there would be no cross or resurrection at all.
America needs young men with their shirts on who want to join the army of men who want to solve the world’s problem and pushback evil wherever it’s found.