A major international survey has found that young men today are more likely to hold traditional views about gender roles than men from older generations, according to a report conducted by Ipsos and the Global Institute for Women’s Leadership at King’s College London to mark International Women’s Day 2026. Authors describe the pattern as both surprising and concerning.
The study surveyed 23,000 people across 29 countries, including Great Britain, the USA, Brazil, Australia and India. Among the most striking findings: 31% of Gen Z men (born between 1997 and 2012) agreed that a wife should always obey her husband, and 33% said a husband should have the final word on important decisions. By comparison, only around 20% of Baby Boomer men (born between 1946 and 1964) held the same views. Not surprisingly, fewer women shared these views. Only 18% of Gen Z women agreed that a wife should always obey her husband, while just 6% of Baby Boomer women felt the same.
The generational gap extended across a range of attitudes. Almost a quarter of Gen Z men (24%) agreed that a woman should not appear too independent or self-sufficient, compared with 12% of Baby Boomers. One in five Gen Z men (21%) said a “real woman” should never initiate sex, compared with just 7% of Baby Boomer men. And 59% of Gen Z men felt that men are expected to do too much to support gender equality, compared with 45% of Baby Boomer men.
Gen Z men also appeared to hold more rigid expectations about themselves. Nearly a third (30%) said men should not tell their friends “I love you”, compared with 20% of Baby Boomer men. And 21% believed that men who take part in childcare are less masculine than those who don’t, a view held by only 8% of Baby Boomer men.
At the same time, the data revealed an intriguing contradiction: Gen Z men were also the group most likely to find career success in women attractive, with 41% agreeing that women with successful careers are more appealing to men, compared with 27% of Baby Boomers.
The survey also highlighted a gap between what people personally believe and what they think society expects. Most respondents held relatively equal personal views: only one in six said women should take on most childcare or household chores, and fewer than a quarter believed men should be the main earners. Yet many felt that traditional expectations still dominated in their country, with 40% believing most people around them think men should be the primary breadwinners.
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. 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.”
Professor Heejung Chung, Director of the Global Institute for Women’s Leadership, King’s Business School, said: “It is deeply concerning to see traditional gender norms persisting today, and more troubling still 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 seem to also expect women to retreat to more traditional ways of being. 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 a 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, said: “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. 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.”