What the Ipsos 2026 Study Measures
According to a global Ipsos study from 2026 conducted in 29 countries, 31% of Generation Z men believe that a woman should always obey her husband. This figure reveals notable adherence to traditional gender roles within this young generation, contrasting with the perceptions often associated with Gen Z’s modernity [1].
The study surveyed more than 24,000 people across 29 countries, with balanced representation between men and women, and across different age groups. The results allow for comparison of Gen Z attitudes (born between 1997 and 2012) with those of previous generations, notably Millennials and Baby Boomers [1].
A Generation That Combines Modern Views and Traditional Expectations
The data reveals a paradoxical coexistence. On one hand, Gen Z men are most likely to find women with successful careers attractive, with 41% of them sharing this opinion, compared to 27% of Baby Boomers of both sexes [1]. On the other hand, they are also most inclined to believe that a woman must obey her husband.
This duality indicates a complex renegotiation of gender roles. Modernity and tradition intertwine, creating new tensions. The more traditional expectations of Gen Z men are not limited to women. The study reveals that 30% of them think men should not openly express their feelings, and 43% believe that young men should seek to be physically robust, even if they are not naturally tall [1].
What the Study’s Sampling Does Not Allow for Generalization
The study presents significant methodological limitations. It was conducted online, which means it overrepresents connected populations. For certain countries (Brazil, Indonesia, Saudi Arabia, South Africa, etc.), the samples are more urban, more educated, and more affluent than the general population [1].
The “global average by country” reflects the average of results for all countries without adjustment for population size. It is not intended to suggest a total global result. These sampling specificities can introduce significant biases and limit the generalization of results to the entire global Gen Z population [1].
Why These Results Call for Dialogue, Not Condemnation
Kelly Beaver, CEO of Ipsos in the UK and Ireland, highlights this “interesting duality” among Gen Z men. They are both most likely to find women with successful careers attractive and, simultaneously, most inclined to believe that a woman must obey her husband [1].
This complexity indicates that adherence to traditional roles is not monolithic and coexists with more modern views. Professor Heejung Chung, director of the Global Institute for Women’s Leadership, expresses concern about the persistence of traditional gender norms and perceived social pressure, particularly among Gen Z men. This situation calls for an in-depth analysis of the socio-cultural factors that influence these perceptions, notably media exposure, family dynamics, and peer interactions [1].
References
- [1] Ipsos. Almost a third of Gen Z men globally agree a wife should obey her husband, ipsos.com
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