Andrew Tate online content creator, podcaster, former kickboxer, and subject of ongoing human trafficking investigations – has gained widespread influence with millions of men and boys. Tate promotes financial independence, being “mentally and physically strong,” and being successful with women, interspersed with (sometimes violent) misogyny.

For my PhD research, I worked with 30 boys and young men aged between 16 and 19 from working-class backgrounds in Belfast, researching on the role of social connection to protect mental health. In the interviews I carried out, Tate’s name came up constantly.

I found that almost all the participants had positive or mixed feelings about him. Even those less certain of him appreciated his financial advice or advocacy for men’s mental health. While other masculinity influencers were also mentioned, none achieved the same level of importance.

But I also found that youth workers emerged as powerful counters, acting as “anti-Andrew Tate” figures and providing a positive example of manhood. This shows that, while the influence of online figures may seem unstoppable, we already have role models in our communities who can demonstrate an alternative version of what a man can be and how he should act with others.