Thirty one per cent of Gen Z men believe wives should always obey husbands. Additionally, 33% of these young men think the husband should have the final word on important life decisions, says a massive study. Consequently, Gen Z men are twice as likely as Baby Boomer men to hold these traditional marriage views. In contrast, only 18% of Gen Z women and 6% of Baby Boomer women share the same opinion.
The data suggests a surprising regression in gender attitudes among the youngest adult male demographic. While previous generations fought for progressive equality, Gen Z men appear to be retreating toward traditional masculine ideals. This trend creates a significant ideological gap between young men and their female counterparts who largely reject these views. Consequently, the clash between modern career attraction and traditional obedience expectations may lead to future relationship instability. Understanding the root causes of this “traditionalist pivot” is essential for addressing growing social polarization.
The survey was conducted by Ipsos in the UK and the Global Institute for Women’s Leadership at King’s Business School, King’s College London, to mark International Women’s Day 2026. The 29-country survey which included Great Britain, the USA, Brazil, Australia and India, finds that young men today are more likely than those in older generations to hold traditional views about gender roles.
Shifting Perspectives on Independence and Sex
The 29-country survey suggests that young men today are more likely to hold traditional views than older generations. Furthermore, 24% of Gen Z men feel women should not appear too independent or self-sufficient in daily life. Attitudes toward sexual norms also shift, as 21% of young men think women should never initiate sex. Interestingly, 41% of Gen Z men find women with successful careers more attractive despite their traditional views. Moreover, 59% of Gen Z men believe they are expected to do too much to support gender equality.
New Standards for Masculinity and Caregiving
Expectations for male behaviour are also changing, with 43% of Gen Z men striving for physical toughness. Consequently, 30% of Gen Z men believe they should not say ‘I love you’ to their male friends. Finally, 21% of these men think that caregiving for children makes a man appear less masculine to others. Only 8% of Baby Boomer men and 14% of Gen Z women share this specific view on parenting. These results reveal a stark difference between generations of men regarding their social roles and personal choices.
The Divide Between Belief and Reality
Only one in six global respondents personally believes that women should handle most childcare or household chores. However, over a third of people think their country still expects women to take primary responsibility for these tasks. Similarly, while 24% personally favour men as main earners, 40% believe society demands men lead in financial provision. Furthermore, 31% think their country expects men to have the final word, though only 21% personally agree.
The British Perspective on Social Pressure
Respondents in Great Britain were significantly less likely than the global average to personally hold traditional views on household responsibilities. However, these individuals still felt that their society maintained very traditional expectations for both men and women. For instance, only 14% of Britons believe women should manage childcare, yet 43% feel society demands it of them. Only 15% personally think men must be primary earners, but 38% feel a strong social expectation to do so.
Gen Z and the Great Re-negotiation
Experts suggest we are witnessing a “great re-negotiation” of how different genders inhabit their roles in modern society. Gen Z displays a unique duality, finding career success attractive while simultaneously expecting traditional female obedience and dependence. Professor Heejung Chung notes that many young men feel intense pressure to conform to rigid and outdated masculine ideals. These conflicting beliefs highlight a complex interplay between modern progress and deep-seated cultural traditions
Q&A Section
Q: Who conducted this global gender role study?
A: Ipsos and King’s College London conducted the survey to mark International Women’s Day 2026.
Q: How do Gen Z men view female career success?
A: Surprisingly, 41% of Gen Z men find successful careers attractive, which is higher than older generations.
FAQ
What countries were included in the survey?
The survey included 29 countries, such as Great Britain, the USA, Brazil, Australia, and India.
Are young women becoming more traditional too? No, Gen Z women are significantly less likely than Gen Z men to agree with traditional gender statements.
How do Baby Boomers view husband-led decision-making?
Only 17% of Baby Boomer men believe a husband should have the final word on important decisions.
