...
By Melissa Fleur Afshar
Reporter
0
Share
Newsweek is a Trust Project member
See more of our trusted coverage when you search.Prefer Newsweek on Googleto see more of our trusted coverage when you search.
It turns out the youngest adult men hold some of the most traditional views when it comes to intimate relationships, with Generation Z men far more likely than older generations to say a wife should always "obey" her husband.
A new global study of 23,000 people across 29 countries found that 31 percent of Gen Z men agree that a wife should always obey her husband, while one third, at 33 percent, say a husband should have the final word on important decisions.
In comparison, just 13 percent of Baby Boomer men agreed that a wife should always obey her husband, and 17 percent said a husband should have the final say.
Read More on Science
Gen Z make up the current youngest adult generation, spanning those born between 1997 and 2012. Baby Boomers were born between 1946 and 1964.
The findings come from a survey conducted by Ipsos in the U.K. and the Global Institute for Women’s Leadership at King’s Business School, King’s College London, to mark this year's International Women’s Day.
The research included respondents from Great Britain, the U.S., Brazil, Australia and India, among others, and highlights sharp generational divides in attitudes toward gender roles.
While Gen Z men were the most likely to endorse traditional ideas about authority within marriage, women across all generations were far less likely to agree. Only 18 percent of Gen Z women said a wife should always obey her husband, falling to just 6 percent among Baby Boomer women.
...
“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," Kelly Beaver, chief executive of Ipsos in the U.K. and Ireland, said in a statement.
"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.
“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."
Indeed, the findings align with signs of a broader rightward social drift among younger Gen Zers, particularly men. Data from Yale’s 2025 Youth Poll showed a sharp partisan split within the generation: voters aged 18 to 21, the youngest Gen Z adults at the time, backed Republicans by nearly 12 points on a generic 2026 ballot, while those aged 22 to 29 favored Democrats by around six points.
Ipsos and King's College London's study also shows the pattern extends beyond marriage and decision-making.
Almost a quarter, at 24 percent, of Gen Z men agreed that a woman should not appear too independent or self-sufficient, double the share of Baby Boomer men who held that view. Among women, agreement was again lower, at 15 percent for Gen Z women and 9 percent for Baby Boomers.
Attitudes toward sexual norms also varied widely by generation.
One in five Gen Z men said a “real woman” should never initiate sex, compared with just 7 percent of Baby Boomer men. Only 12 percent of Gen Z women agreed with that statement, while Baby Boomer women and men were aligned at 7 percent.
The survey also found that Gen Z men were more likely than older men to feel that men are being asked to do too much to support gender equality. Nearly six in 10 Gen Z men, at 59 percent, agreed with that view, compared with 45 percent of Baby Boomer men. Women were again less likely to agree, with 41 percent of Gen Z women and 30 percent of Baby Boomer women saying the same.
At the same time, Gen Z men showed some less stereotypically traditional views alongside these positions, by championing career achievements when looking for a partner.
Despite being the most likely to say women should not appear too independent, they were also the most likely to say women with successful careers are more attractive to men. Around 41 percent of Gen Z men agreed with that statement, compared with 27 percent of Baby Boomers of both genders.
The research suggests Gen Z men also hold more traditional expectations of themselves.
Three in 10 said men should not say “I love you” to their friends, and 43 percent agreed that young men should try to be physically tough even if they are not naturally big. More than one in five believed men who take part in caregiving for children are less masculine, a view held by just 8 percent of Baby Boomer men.
“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 putting limiting expectations on women, they are also trapping themselves within restrictive gender norms," said Julia Gillard, Chair of the Global Institute for Women’s Leadership at King’s Business School in a statement.
“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.”
Do you have a tip on a science story that Newsweek should be covering? Do you have a question about the Gen Z values? Let us know via science@newsweek.com.
View 0 Comments
Submit Correction
View Editorial & AI Guidelines