Young people are the most conservative in the world, according to a global study celebrated on International Women’s Day. Even among women, traditional views on gender are resurfacing.
Whether through so-called ‘tradwives’ on TikTok or right-wing influencers in other corners of the Internet: traditional models for gender roles have reappeared across the world, questioning equality between men and women.
A new global study confirms the trend, revealing that almost a third of Gen Z men (people born between 1997 and 2012) believe that a wife should “always obey” her husband.
For the , carried out by Ipsos and the Global Institute for Women’s Leadership, at King’s College London, researchers collected the opinions from more than 23 thousand people in 29 countries across the globe — Portugal was left out.
Marking International Women’s Day 2026, celebrated this Sunday, the study shows that women Gen Z men hold the most traditional views among all age groups. While 31% approve of the idea of a duty of obedience, only 13% of boomers (born between 1946 and 1964) males agree.
The pattern repeats itself when it comes to decision-making power in relationships: a third of young men believe that the man should have the last wordmuch more than in older generations. They also tend to show greater discomfort with women being independent or earning more.
“Social media algorithms reward extreme messages”, points out Robert Grimm, responsible for public policy research at Ipsos in Germany, about one of the factors that appears to be behind the phenomenon.
Gender conflict
Gen Z women have a very different view: 18% support the statement that a wife must obey. Among the boomersit is 6%.
“Gen Z is the group most likely to agree with the statement that women with successful careers are more attractive — at the same time, it is the one that most considers that a woman should obey her husband and not appear too independent,” says Kelly Beaver, CEO of Ipsos UK and Ireland.
In practice, this generation appears to be in the midst of a renegotiation of gender roles. Young people express, on the one hand, a desire for freedom, diversity and modern equality and, on the other, hold surprisingly traditional views.
On the topic of sexuality21% of Gen Z men believe that a “real woman” should never make the first move, compared to 12% of women in the same age group. Among men boomersthe percentage is 7%.
Distorted perceptions
The data also shows a structural gap in perception: only 17% personally believe that women should be responsible for care workbut 35% believe that society expects this.
When the subject is the male behaviorpressure remains to preserve ancient ideals of masculinity. Three in ten young men think you shouldn’t say “I love you” to your friends.
At the same time, 43% believe that it is necessary to appear physically tough; and 21% consider that men who take part in childcare are “less masculine”, compared to 8% among men boomers.
For Heejung Chung, director of the Global Institute for Women’s Leadership, the results are worrying: “Many people seem to feel pressured by social expectations that do not reflect what the majority really believe.”
Young men, in particular, overestimate the extent to which their society thinks traditionally. At the same time, 61% of them believe that enough has been done for gender equalitywhile 57% even say that men are discriminated against today.
