Gen Z has always been painted as the most progressive crowd. They grew up with the internet, surrounded by talk of feminism, consent, mental health, equality, and all kinds of inclusivity. People expect them to break old systems and toss out outdated gender roles.So a new global survey shocked a lot of researchers.King’s College London and Ipsos found that about a third of Gen Z men (31%) agree a wife should “always obey her husband.” Nearly as many (33%) think a husband should have the final say on important family decisions.Sounds like that flips the common idea on its head: the younger the generation, the more progressive, right? Not so fast. The study shows it’s way more complicated. Sure, plenty of young men love the idea of women having careers and equality, but a surprisingly large chunk still hold tight to traditional and sometimes controlling views on marriage, masculinity, and women’s freedom.Researchers say this isn’t just about “conservative values.” It’s tangled up in identity, power, money worries, and confusion about what being a man means nowadays. Released around International Women’s Day 2026, the report asks a tough question: If Gen Z is still split on basic relationship equality, what does that mean for gender progress moving forward?
What does the study say?
For the study, they asked 23,000 people across 29 countries (India, the US, Britain, Brazil, Australia, and more) through Ipsos and King’s College London’s Global Institute for Women’s Leadership.What stood out is that 31% of Gen Z men (born 1997–2012) believe a wife should always obey her husband. By comparison, just 13% of Baby Boomer men (born 1946–1964) agreed.So, younger men were over twice as likely as their dads or grandfathers to support a traditional marriage hierarchy.It holds for household decisions, too. One-third of Gen Z men (33%) said the husband should have the final word at home, compared to 17% of Boomers.That’s a blow to the idea that sexism automatically fades with younger generations.There’s a huge gender divide as well: just 18% of Gen Z women agreed a wife should obey her husband, and among Baby Boomer women, it drops to a tiny 6%.The bottom line? Young women and men aren’t moving in the same direction.The study also revealed other attitudes with a more rigid take on gender. About 24% of Gen Z men think women shouldn’t seem “too independent.” Around 21% say a “real woman” never initiates sex. Another 21% feel men lose masculinity by doing childcare.These aren’t just stray opinions. They fit into a worldview that equates femininity with submission and masculinity with control.But there’s a twist. Gen Z men were the most likely to say women with successful careers are more attractive, as 41% of them agreed. It’s a double standard: public admiration for ambitious women, but private expectations for obedience.This contradiction explains why modern dating can feel confusing. Support for equality is there, but so are traditional expectations inside relationships.That’s not all. The study also reveals that almost 59% of Gen Z men said men are expected to do “too much” to support gender equality, versus 45% of Baby Boomer men. That tells you some guys aren’t seeing equality as a win for everyone, but as a personal loss.
What the experts are saying
Now, experts link this to economic stress, unstable job markets, and confusion over identity. When old models, like being the provider, authority, breadwinner, get tough to achieve, some men double down on traditional control. It’s less romance, more power.Per the King’s College London paper, Professor Heejung Chung, who leads the Global Institute for Women’s Leadership, says, “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.”She explains there’s a big gap between people’s personal values (which are more progressive) and what they think society expects. Per Chung, “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.”But Chung stresses the data also shows genuine movement toward equality, saying, “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.“Kelly Beaver MBE, CEO at Ipsos, sees Gen Z navigating a “great renegotiation” of gender roles. In her words, “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.“She spots the duality, saying, “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.“The survey also found 43% of Gen Z men think they should act physically tough even if it’s not natural. About 30% say men shouldn’t say “I love you” to friends. This breeds emotional isolation and pressure, not just obedience from women, but emotional silence from men.Former Australian Prime Minister Julia Gillard, who chairs the Global Institute for Women’s Leadership, says attitudes toward gender equality aren’t as positive as you’d hope, especially among young men. As per her, “It is troubling to see that attitudes toward 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.“Gillard adds, “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,” concluding with, “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.”
