A new global study by Ipsos, in collaboration with the Global Institute for Women’s Leadership at King’s Business School, King’s College London, found that a significant portion of Gen Z men hold traditional views about marriage and gender roles, challenging the assumption that younger generations are more progressive.
Key Findings on Marriage and Decision-Making
The study surveyed 23,000 people from 29 countries, including Great Britain, the USA, Brazil, Australia and India. Almost a third (31%) of Gen Z men agree that a wife should always ‘obey’ her husband. One third (33%) also believe that the husband should have the final word on important decisions.
Contrary to popular belief, Gen Z men (born between 1997 and 2012) were twice as likely as Baby Boomer men (born between 1946 and 1964) to hold traditional views on decision-making within a marriage. Just 13% and 17% of Baby Boomer men agreed with those statements, respectively.
Gender Differences in Views
Far fewer Gen Z women agreed that a wife should always obey her husband (18%), and an even smaller share of Baby Boomer women (6%) held that view. The study also found that 24% of Gen Z men agree that a woman should not appear too independent or self-sufficient, compared with 12% of Baby Boomer men. Among women, 15% of Gen Z women and 9% of Baby Boomers agreed.
Attitudes Towards Sexual Norms
Twenty-one per cent of Gen Z men think a ‘real woman’ should never initiate sex, compared with only 7% of Baby Boomer men. Just 12% of Gen Z women agreed with this; Baby Boomer women and men were aligned at 7% for this question.
Support for Gender Equality
Fifty-nine per cent of Gen Z men say that men are expected to do too much to support equality, compared with 45% of Baby Boomer men. This was higher than the proportion of women who agree with this view (41% and 30%, respectively).
Contradictions in Gen Z Views
Despite traditional views, Gen Z men are also more likely to find women with a successful career more attractive, highlighting a striking contradiction. Kelly Beaver MBE, Chief Executive of Ipsos in the UK and Ireland, said: “This year’s survey shows us that we are witnessing perhaps a great re-negotiation of how both men and women inhabit gender roles in today’s society. 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.”
Beaver added: “This duality in perspectives opens a vital dialogue on how gender norms are being reshaped, highlighting the complex interplay between modernity and tradition, and urging us to delve deeper into the cultural, social and economic factors that influence these beliefs. Our aim should be to foster inclusive conversations that promote awareness and acceptance of diverse gender roles, paving the way for a more balanced and equitable society, and a freer and more equal future for all.”
Expert Reactions
Professor Heejung Chung, Director of the Global Institute for Women’s Leadership, King’s Business School, expressed how 'deeply concerning' it is to see traditional gender norms persisting today. The researcher added that it is 'more troubling' that many people appear to be pressured by social expectations that do not actually reflect what most of us believe. "Our data reveals a striking gap between people’s personal views, which are far more progressive, and what they imagine society demands of them. This gap is particularly pronounced among Gen Z men, who not only appear to feel intense pressure to conform to rigid masculine ideals, but in some cases also seem to expect women to retreat to more traditional ways of being."
Chung continued: “Our report aims to cut through these misperceptions and show people what we as a society truly believe: that gender norms are genuinely shifting, and more and more people want more equal, flexible approaches to gender roles. Such shifts are not only better suited to the complex demands of modern life, but are linked to greater happiness, healthier relationships, and improved well-being for men, women and families alike.”
The Hon Julia Gillard AC, Chair of the Global Institute for Women’s Leadership, King’s Business School, also pointed to the troubling attitude towards gender equality. “It is troubling to see that attitudes towards gender equality are not more positive, particularly among young men. Not only are many Gen Z men placing limiting expectations on women, they are also trapping themselves within restrictive gender norms.”
Gillard concluded: “We must continue to do more to dispel the idea of a zero-sum game in which women are the only beneficiaries of a gender-equal world. We need to ensure everyone is taken on the gender equality journey, with a clear understanding of why it benefits all of society. This report provides sorely needed knowledge on global gender equality trends. As a society, we need to resist the pressure to go backwards and accelerate the pace of change. Good research is critical to reasoned debate and forward progress.”
