Traditional gender roles are seeing a resurgence online, fueled in part by “tradwife” influencers, right‑wing personalities and other creators who promote conventional masculinity. Among the most prominent figures cited is Andrew Tate, who is currently under investigation over allegations of abuse and rape of multiple women.
A new global survey, released ahead of International Women’s Day by Ipsos and the Global Institute for Women’s Leadership at King’s College London, finds a striking tilt toward traditional attitudes among Generation Z men (born 1997–2012). The study polled 23,000 people across 29 countries, including the UK, US, Brazil, Australia and India.
Nearly one in three Gen Z men (31%) say a wife should “always obey” her husband — a far higher share than older cohorts. By comparison, only 13% of Baby Boomer men (born 1946–1964) hold that view. Roughly a third of young men also believe men should have the final say in household decisions, again outpacing older generations.
Robert Grimm, head of political research at Ipsos Germany, attributes part of the shift to online dynamics. “Digital ecosystems heighten polarization because social media algorithms reward extreme messaging,” he says, noting that provocative masculinity influencers and the feminist responses they provoke are amplified online. The research also finds young men are more likely to feel uncomfortable with women who are highly independent or who earn more than their partners.
The report highlights clear generational differences among women too: 18% of Gen Z women agree a wife should obey her husband, compared with just 6% of Baby Boomer women. Within Gen Z there is a notable tension: they are simultaneously more likely than older groups to say a successful career makes a woman more attractive, yet they are also the most likely to endorse obedience and to say women should not appear overly self‑sufficient.
“Particularly among Gen Z, our data shows an interesting duality,” says Kelly Beaver, CEO of Ipsos in the UK and Ireland. “They are both the group most likely to agree that women with successful careers are more attractive, and most likely to agree a wife should always obey her husband.”
On sexual and masculine norms, the survey found:
– 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.
– About 30% of young men believe you shouldn’t say “I love you” to friends.
– 43% of Gen Z men think a man should appear physically tough.
– 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 the persistence of traditional norms is worrying and that many young men overestimate how conservative their society actually is. The study uncovers a perception gap: only 17% of men personally think women should be responsible for care work, while 35% believe society expects that role from women. Similar misperceptions appear around money and other conventional duties — respondents often attribute conservative attitudes to others more than to themselves.
Julia Gillard, chairwoman of the Global Institute for Women’s Leadership, says these attitudes not only limit women but also trap men in restrictive roles. The survey also finds 61% of young men believe enough progress on gender equality has been made, and 57% think men now face discrimination.
Gillard argues that it’s important to challenge the idea that equality is a zero‑sum game and to communicate how gender equity benefits everyone. The research suggests Gen Z is actively wrestling with competing impulses: many want freedom, diversity and equality, yet significant numbers hold unexpectedly traditional beliefs.
“As a society we need to resist the pressure to go backwards and accelerate the pace of change,” Gillard says. The authors stress that robust evidence is essential for informed debate and progress.
This article was translated from German.