A new study has found that about a third of Gen Z men believe that a woman should always obey her husband.
This trend called "tradwife" has gained popularity on social media in recent years, with influencers like Nara Smith and Hannah Neeleman amassing millions of followers by promoting traditional gender roles.
Although many skeptics consider the movement regressive, it seems that young people are increasingly accepting it.
In their study, researchers from King's College London surveyed 23,000 people about their opinions on gender roles. The results showed that 31% of Gen Z men agree that a woman should always obey her husband, compared to just 13% of Boomer men.
"It is worrying to see that traditional gender norms continue to exist today, and more problematic is the fact that many people seem to feel pressured by societal expectations that do not reflect what most of us truly believe," said Professor Heejung Chung, Director of the Global Institute for Women's Leadership at King's Business School.
“Our data shows a large gap between personal beliefs, which are much more progressive, and what individuals believe society expects of them. This gap is particularly evident among Gen Z men, who feel pressured to conform to strong masculine ideals and, in some cases, seem to expect women to return to more traditional roles.”
The study included 23,000 people from 29 countries, including the UK, US, Brazil, Australia and India, from Gen Z (born between 1997 and 2012) to Baby Boomers (born between 1946 and 1964).
The results showed that young people today are more likely to hold traditional attitudes about gender roles than previous generations. For example, 31% of Gen Z men believe that a woman should always obey her husband, compared to 13% of Boomer men, 18% of Gen Z women, and 6% of Boomer women.
Also, 24% of Gen Z men believe that a woman should not appear too independent, compared to 12% of Boomer men, 15% of Gen Z women, and 9% of Boomer women.
Regarding sexual norms, 21% of Gen Z men think that a “real woman” should not initiate sex, compared to just 7% of Boomer men, 12% of Gen Z women, and 7% of Boomer women. However, those who believe that women should not be too independent are also more likely to think that women with successful careers are more attractive.
According to the researchers, this indicates a “major renegotiation” of gender roles in modern society. Kelly Beaver, CEO of Ipsos in the UK and Ireland, said: “Gen Z young people show an interesting duality: they think that women with successful careers are more attractive, but at the same time they agree that a woman should always obey her husband and not appear too independent. This duality opens up an important dialogue about gender norms and the complex interplay between modernity and tradition.”
Researchers call for more efforts to promote diverse gender roles among young people, emphasizing the importance of a more equal and free society.
The “tradwife” trend has its roots in 1950s Britain and is now popular in the U.S. The belief behind it is that women should stay home, cook, clean, dress modestly, and practice traditional etiquette, always being submissive to men and putting them before everything else.
Skeptics call this a form of “hostile sexism.” Professor Chung previously warned: “The tradwife trend is not nostalgia—it’s a warning signal. It shows that young women are facing impossible expectations and the constant pressure of being fully committed to work, while family responsibilities remain largely theirs.” /GazetaExpress/
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