Traditional gender roles are experiencing a revival on social media, driven in part by tradwife creators, right‑wing influencers such as Andrew Tate, and others. Tate, it should be noted, is under investigation for alleged abuse and rape of multiple women.
A new global study confirms a resurgence of traditional values and reveals a surprising finding: almost one in three Generation Z men (born 1997–2012) believe a wife should “always obey” her husband.
The survey, published ahead of International Women’s Day and conducted by Ipsos and the Global Institute for Women’s Leadership at King’s College London, analyzed responses from 23,000 people across 29 countries including Britain, the US, Brazil, Australia and India.
The study shows Gen Z men hold the most traditional gender views of any age group. While 31% of Gen Z men expect women to be obedient, only 13% of Baby Boomer men (born 1946–1964) share that view. Similarly, about one third of young men believe men should have the final say in relationships—far more than older generations.
“Digital ecosystems heighten polarization because social media algorithms reward extreme messaging,” says Robert Grimm, head of political research at Ipsos Germany. He adds that the most radical views of masculinity influencers — and the feminist counter‑movements they provoke — tend to be amplified online. Young men are also more likely to be uncomfortable with women being highly independent or earning more than them.
Inter‑generational conflict is evident across the data. While 18% of Gen Z women agree a wife should obey her husband, only 6% of Baby Boomer women do. The survey reveals pronounced differences between age cohorts and noteworthy splits within Gen Z itself.
“Particularly among Gen Z, our data shows an interesting duality: they are both the group most likely to agree that women who have a successful career are more attractive to men, but are simultaneously most likely to agree that a wife should always obey her husband and that a woman should never appear too self‑sufficient or independent,” says Kelly Beaver, CEO of Ipsos in the UK and Ireland.
On sexual norms, 21% of Gen Z men think a “real woman” should never make the first move, compared with 7% of Baby Boomer men and 12% of Gen Z women. Pressures around masculinity are also striking: three in ten young men believe you shouldn’t say “I love you” to friends, 43% think a man should appear physically tough, and 21% view men who take on childcare roles as “less masculine” versus 8% of Baby Boomer men.
Heejung Chung, director of the Global Institute for Women’s Leadership at King’s Business School, warns that it is concerning to see traditional gender norms persist and that many people seem pressured by social expectations that do not reflect majority beliefs. She notes many young men overestimate how traditional their society actually is.
The survey exposes a perception gap: only 17% of men personally think women should be responsible for care work, yet 35% believe society expects this. A similar misalignment appears around money and other traditional roles—many attribute conservative attitudes to others more than they hold them themselves.
“Not only are many Gen Z men putting limiting expectations on women, they are also trapping themselves within restrictive gender norms,” says Julia Gillard, chairwoman of the Global Institute for Women’s Leadership. Reflecting this, 61% of young men feel enough has already been done for gender equality, and 57% believe men are now discriminated against.
Gillard stresses the need to dispel the idea that gender equality is zero‑sum and to ensure everyone understands how equality benefits society as a whole. The study indicates Gen Z is actively thinking through, reflecting on and contesting gender roles: while young people express desires for freedom, diversity and equality, they also hold unexpectedly traditional beliefs.
“As a society we need to resist the pressure to go backwards and accelerate the pace of change,” Gillard says. “Good research is critical to reasoned debate and forward progress.”
This article was translated from German.
