Traditional gender views among Gen Z men could shape future workplace culture 

A new global study has found that almost a third of Gen Z men believe a wife should obey her husband, raising questions about how attitudes towards gender roles could influence workplace culture and equality in the years ahead. 

The research, conducted by Ipsos and the Global Institute for Women’s Leadership at King’s Business School, King’s College London, surveyed 23,000 people across 29 countries including Great Britain, the United States, Brazil, Australia and India. 

It found that 31 per cent of Gen Z men – those born between 1997 and 2012 – agree that a wife should always obey her husband. One third (33 per cent) also believe a husband should have the final say on important decisions in the home. 

The findings are particularly striking when compared with older generations. Only 13 per cent of Baby Boomer men agreed that a wife should obey her husband, while just 17 per cent believed men should have the final word in family decisions. 

Researchers say the results highlight a complex and sometimes contradictory picture of gender attitudes among younger men. 

For example, almost a quarter (24 per cent) of Gen Z men agree that women should not appear “too independent or self-sufficient”, compared with 12 per cent of Baby Boomer men. Meanwhile, 21 per cent of Gen Z men believe a “real woman” should never initiate sex. 

At the same time, Gen Z men were also the group most likely to say that women with successful careers are attractive, with 41 per cent agreeing with the statement compared with 27 per cent of Baby Boomers. 

Professor Heejung Chung, Director of the Global Institute for Women’s Leadership at King’s Business School, said the findings reveal a gap between people’s personal beliefs and what they believe society expects. 

“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 said. 

“Our data reveals a striking gap between people’s personal views, which are far more progressive, and what they imagine society demands of them.” 

The survey also suggests many young men feel pressure to conform to traditional ideas of masculinity. Three in ten Gen Z men say men should not say “I love you” to male friends, while 43 per cent believe young men should try to appear physically tough even if they are not naturally strong. 

More than one in five Gen Z men also believe that men who take on caregiving roles for children are less masculine. 

Researchers say these attitudes have implications beyond relationships and family life. As Gen Z becomes a larger share of the workforce, beliefs about gender roles could influence leadership styles, team dynamics and workplace equality. 

Kelly Beaver, Chief Executive of Ipsos in the UK and Ireland, said the findings point to a wider renegotiation of gender roles. 

“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,” she said. 

She added that Gen Z attitudes show a “duality”, where young men can simultaneously support women’s career success, while also holding traditional views about gender roles. 

The findings come as many organisations across the UK continue to focus on gender equality, diversity and inclusion as part of their workplace wellbeing strategies. 

Experts increasingly highlight that workplace culture, leadership behaviour and inclusive policies all play a role in supporting employee wellbeing and engagement. Traditional gender expectations – particularly around caregiving, leadership and emotional expression – can influence how employees experience work and whether they feel able to progress in their careers. 

Julia Gillard, Chair of the King’s Global Institute for Women’s Leadership and former Prime Minister of Australia, said the findings underline the need for continued efforts to advance gender equality. 

“It is troubling to see that attitudes towards gender equality are not more positive, particularly among young men,” she said. 

“We must continue to ensure everyone is taken on the gender equality journey, with a clear understanding of why it benefits all of society.” 

For employers, the research highlights the importance of addressing gender norms within workplace culture. Encouraging open conversations about equality, supporting flexible working and challenging outdated stereotypes are increasingly recognised as important steps in building healthier and more inclusive workplaces. 

As organisations seek to improve employee wellbeing and retain diverse talent, understanding how generational attitudes towards gender roles are evolving may become an important part of shaping future workplace policies and leadership approaches.