Gen Z Men: Between Modernity and Traditional Values
What the 2026 Ipsos Study Measures
According to a 2026 Ipsos global study conducted in 29 countries, 31% of Gen Z men believe a woman should always obey her husband. This figure reveals significant adherence to traditional gender roles within this young generation, contrasting with perceptions often associated with Gen Z's modernity.
A Generation More Divided Than Expected
The Ipsos study, conducted across 29 countries with a sample of over 22,000 respondents, challenges the assumption that younger generations are uniformly progressive on gender issues. While Gen Z women show strong support for gender equality across most countries surveyed, Gen Z men present a more divided picture.
The 31% figure for men who believe women should always obey their husbands varies significantly by region: it is highest in parts of South and Southeast Asia, the Middle East, and sub-Saharan Africa, and lowest in Western Europe and North America. But even in Western countries, the figure is higher than many observers expected.
The Online Radicalization Factor
Researchers point to online content ecosystems as a significant factor. Platforms like YouTube, TikTok, and X have amplified voices promoting traditional masculinity and gender hierarchies. Figures like Andrew Tate, Jordan Peterson, and their imitators have built massive followings among young men, particularly those who feel economically or socially marginalized.
The algorithm-driven nature of these platforms means that young men who engage with any content about masculinity or relationships are systematically exposed to more extreme versions of these views.
The Economic Anxiety Dimension
The study also finds a correlation between economic precarity and traditional gender attitudes among young men. In countries and regions where youth unemployment is high and economic prospects are uncertain, adherence to traditional gender roles is more pronounced.
This suggests that the phenomenon is not simply about ideology but also about identity and status. Traditional gender roles offer a framework for masculine identity that feels stable when economic and social status are uncertain.
What This Means for Gender Equality
The findings have significant implications for gender equality policy and advocacy. Approaches that focus exclusively on women's empowerment without addressing the attitudes and anxieties of young men may be insufficient.
Several organizations are developing programs specifically targeting young men's attitudes toward gender, with approaches ranging from mentorship and economic opportunity to media literacy and critical engagement with online content.
