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Western Europe

How Young People Feel About Gender in the U.K., France, Germany, Spain, and Italy

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While traditional gender roles are trending, young Europeans aren’t buying into them—at least not everywhere…

TL;DR

  • Youth in Italy, Spain, and France lean more progressive about gender roles, while those in the U.K. and Germany lean more traditional
  • Young people in both North America and Western Europe are questioning old norms
  • European Gen Z wants to see gender expressed as a spectrum, not a box, by brands
The rise of trad wives and alpha male influencers represents a growing fascination with traditional and glamorised gender roles—oddly popularized by Gen Z on TikTok. Whether it’s for the aesthetics or the cooking tips (and we’ll get into exactly what the appeal is), the trad wife phenomenon has taken over socials. Influencers like Nara Smith,...

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