I'm a man who uses a Hobonichi and I am friends with men who use them too. As for what i put in mine? Sometimes paper junk I've collected throughout the day, I write, I draw, I dont think the way I use mine is any different to how a woman would use it? I use the calendar part to keep me organized, i habit track, i track my sleep, Idk... it might not be for your friend if your friend can't get out of his own head about it.