Traditional gender roles are gaining significant traction on social media.

A new global study confirms that traditional values are making a comeback. In fact, nearly one-third of Generation Z men—those born between 1997 and 2012—believe that wives should “always obey” their husbands.

The research, conducted by Ipsos and the Global Institute for Women’s Leadership at King’s College London, analyzed the perceptions of 23,000 people across 29 countries, including the United Kingdom, the United States, Brazil, Australia, and India.

The study finds that Gen Z men hold the most traditional views on gender roles of any age group. While 31% expect women to be obedient, only 13% of Baby Boomer men (born 1946–1964) share this view. A similar pattern emerges regarding decision-making in relationships: one-third of young men believe men should have the final say. This belief is far less common among older generations.

Similar differences among women

At the same time, 18% of Gen Z women agree with the idea that a wife should obey her husband, while only 6% of Baby Boomer women share this opinion. The study finds significant differences between age groups in how they perceive gender roles, but it also reveals divergent views within Gen Z itself between men and women.

“Especially within Gen Z, our data shows an interesting duality: they are both the group most likely to agree that women with successful careers are more attractive to men, and at the same time, the group most likely to agree that a wife should always obey her husband and that a woman should never appear overly self-sufficient or independent,” emphasizes Kelly Beaver, CEO of Ipsos UK & Ireland.

A similar divide exists on issues of sexuality: 21% of Gen Z men believe that a “real woman” should never make the first move, while only 7% of Baby Boomer men share this view, along with 12% of Gen Z women.

Three in ten young men believe you should not say “I love you” to your friends, while 43% think a man should appear tough in his outward appearance. Twenty-one percent consider men who participate in childcare “less masculine”—a percentage that drops to just 8% among Baby Boomer men.

At the same time, 61% of young men feel they have already done enough for gender equality, while 57% say they feel men are now victims of discrimination.

“We need to continue doing more to dispel the idea of a zero-sum game in which women are the only beneficiaries of a world with gender equality,” says Julia Gillard, chair of the Global Institute for Women’s Leadership.