A global study by King’s College London and Ipsos finds that 31 percent of Gen Z men believe a wife should obey her husband. The research highlights a major gap between personal beliefs and social expectations, where young men feel pressured to adopt traditional roles despite a growing global preference for equality
A major global study has revealed a surprising generational shift in attitudes toward gender roles, with young men today significantly more likely than their fathers and grandfathers to hold traditional views.
The survey of 23,000 people across 29 countries was conducted by Ipsos and the Global Institute for Women’s Leadership at King’s College London. It found that 31 percent of Gen Z men agree that a wife should always obey her husband.
31 percent of Gen Z men agree that a wife should always obey her husband
This data, released to mark International Women’s Day 2026, highlights a growing divide between Gen Z men (born 1997 to 2012) and their female counterparts. It also shows a sharp contrast with the Baby Boomer generation (born 1946 to 1964).
The generational divide in the home
The research shows that Gen Z men are roughly twice as likely as Baby Boomer men to support traditional domestic hierarchies.
While nearly a third of young men believe in a wife’s obedience, only 13 percent of Baby Boomer men share that view.
Similarly, 33 percent of Gen Z men believe the husband should have the final word on important family decisions, compared to 17 percent of Boomer men.
Key statistics from the report include:
31 percent of Gen Z men believe a wife should always obey her husband, compared to 13 percent of Baby Boomer men.
24 percent of Gen Z men agree that a woman should not appear too independent, while only 12 percent of Baby Boomer men agree.
21 percent of Gen Z men think a “real woman” should never initiate sex, compared to only 7 percent of Baby Boomer men.
59 percent of Gen Z men say men are expected to do too much to support equality, compared to 45 percent of Baby Boomer men.
Contradictory views and personal standards
The study identifies a confusing duality in the beliefs of young men. Gen Z men are the group most likely to find women with successful careers attractive at 41 percent. However, they are also the most likely to believe those same women should be submissive within a marriage.
Young men also apply rigid standards to their own behavior:
43 percent of Gen Z men believe they should try to be physically tough even if they are not naturally big.
30 percent believe men should not say “I love you” to friends, which is higher than the 20 percent of Baby Boomer men who feel this way.
21 percent believe that men who participate in childcare are less masculine.
30 percent of Gen Z men believe men should not say “I love you” to friends
The gap between belief and expectation
One of the most significant findings is the gap between what people personally believe and what they think society expects of them. Globally, people are far more progressive in private than they believe their neighbors to be. The following points highlight this disconnect:
While only 17 percent of people personally believe women should do most childcare, 35 percent think their country expects it.
Only 24 percent personally believe men should be the main earners, but 40 percent believe society expects this.
About 21 percent personally agree that husbands should have the final word, yet 31 percent believe this is a common expectation in their country.
In Great Britain, this gap is very wide. While only 14 percent of British respondents personally believe women should take primary responsibility for childcare, 43 percent feel that society still expects this of women.
Professor Heejung Chung, Director of the Global Institute for Women’s Leadership, noted that this gap is particularly pronounced among Gen Z men. The report suggests that many young men may feel intense pressure to conform to masculine ideals that do not actually reflect the progressive shifts desired by the broader population.
