A new global study has revealed that a significant proportion of Gen Z men hold traditional views on gender roles, prompting renewed discussion about equality, culture and workplace inclusion.
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 the UK, US, Australia and India to mark International Women’s Day 2026.
Among the findings, 31% of Gen Z men (born between 1997 and 2012) agreed that a wife should always obey her husband, while 33% said a husband should have the final word on important household decisions. By comparison, only 13% and 17% of Baby Boomer men respectively shared those views.
The research also found younger men were more likely to express traditional attitudes in other areas. Twenty-four percent of Gen Z men agreed that a woman should not appear “too independent or self-sufficient”, compared with 12% of Baby Boomer men.
Meanwhile, 21% of Gen Z men said a “real woman” should never initiate sex, compared with just 7% of Baby Boomer men.
However, the data also suggests Gen Z men hold some more progressive views in parallel. Forty-one percent said women with successful careers are more attractive, significantly higher than the 27% recorded among Baby Boomers.
The research points to a broader tension between changing personal attitudes and perceived societal expectations. Globally, only 21% of respondents personally agreed that men should have the final say in important household decisions, but 31% believed that most people in their country held that view.
In the UK specifically, respondents were less likely than the global average to personally hold traditional views about gender roles. Only 14% of British respondents believed women should take most responsibility for childcare, yet 43% said they believed society expects women to do so.
The findings highlight the importance of continued education and cultural dialogue around gender equality in the workplace. As younger generations enter the workforce, organisations may encounter a wider range of perspectives on gender roles, leadership and expectations.
The research also suggests that perceived social norms can influence behaviour even when individuals personally hold more egalitarian views. For employers, including those in the games industry, where efforts to improve diversity remain ongoing, building inclusive cultures and reinforcing equitable leadership models remain key priorities.
The researchers say the findings underline the need for organisations to actively challenge outdated stereotypes while supporting open conversations about gender, expectations and equality at work.
You can download the full report here.
