Gen Z women shift towards traditional family roles

Gen Z women are shifting their priorities towards traditional family roles, challenging decades-old feminist narratives.

Gen Z women, born between 1997 and 2012, are increasingly embracing traditional family roles, prioritizing marriage and children over career or 'fame' and 'independence'. A survey by EduBirdie found that 47% of Gen Z women aspire to be happily married with kids and a stable job. This trend, dubbed 'tradwife', is a departure from the 'girlboss' culture that dominated millennial feminism.

This shift could impact sectors like consumer goods, housing, and education. Companies catering to young families, such as family-friendly entertainment providers or educational services, may see increased demand. Conversely, sectors targeting single, career-oriented women might face decreased demand. Valuations of companies aligned with the 'girlboss' culture could reprice as this narrative unfolds.

To watch next: Keep an eye on the results of the upcoming Pew Research Center's study on Gen Z's views on work-life balance and family, due in Q2 2023. Additionally, observe the earnings reports of companies like Mattel and Hasbro, which cater to families, in Q1 and Q2 2023. These will provide insights into the purchasing behaviors of Gen Z women.