Social justice influencers acridly piling blame for social problems onto cis white males without nuance. This makes a lot of cis white males feel targeted for factors outside their control, and so they flock to ideologies that venerate them.
General dissatisfaction with career and other life prospects, in the shadow of an idyllic bygone status-quo propped up by exploitative short term policies. They saw their parents and grandparents thrive in that trad-coded utopia, and they’re noticing the inadequacies of their own prospects.
So mostly those two things, exacerbated by fascist propagandists who have taken advantage of them to promote the facade of a return-to-roots. Also good old fashioned cult of personality.