‘Tradwife’ trend gaining popularity among gen-Z women, study shows

Study shows female respondents putting less of an emphasis on chasing down success and an impressive career

Published Apr 12, 2026  •  3 minute read

Family having a holiday dinner together, 50s retro style Getty Images

For decades, there have been songs empowering women to take hold of their independence and run with it.

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There’s Katy Perry’s Roar, Independent Women by Destiny’s Child and Kelly Clarkson’s Stronger. Let’s not forget the classics like I Am Woman by Helen Reddy, Aretha Franklin’s Respect and Lesley Gore’s You Don’t Own Me.

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But it appears some gen-Z women are ready to trade in their independence for more stability and less stress.

A new study from online writing platform EduBirdie reveals trends are changing with more gen-Z women preferring the “tradwife” path over chasing down success and having an impressive career.

Tradwives are women who adopt and promote traditional gender roles, focusing on the needs of their husbands and children, while their husbands serve as the sole breadwinner.

The survey asked 2,000 women between the ages of 18 and 29 to choose between four popular models.

Tradwife lifestyle the top choice

Nearly half of respondents (47%) chose the tradwife way of life due to the seemingly perfect, stable, white-picket-fence life of being a happily married woman, sharing kids with a man who is the primary earner.

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“The ‘girlboss’ trend exploded in the mid-2010s, fuelled by millennial feminism, female entrepreneurship and the promise of breaking the glass ceiling, but women still were expected to constantly prove themselves in an unbalanced system,” Julia Alexeenko, pop culture and media analyst at EduBirdie, said.

“But after years of being told to hustle harder, many women are just tired.”

A new study from online writing platform EduBirdie reveals trends are changing with more gen-Z women preferring the “tradwife” path over chasing down success and having an impressive career. (Getty Images) Getty Images

Girlboss era thing of the past?

Less than a quarter (23%) still crave that successful, independent lifestyle, even if it means staying unattached and prioritizing their professional life over their personal one.

Burnout has played a big factor in their choice with a stable life seeming safer and less stressful and that traditional path that was once perceived as backward and old-fashioned has become increasingly more appealing.

That said, the girlboss archetype has changed and while recognition and success is still desired, it’s not all business as women are becoming increasingly conscious of protecting their peace.

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“Make no mistake, they don’t reject ambition,” Alexeenko said. “Gen Z simply measures power differently — by how much you can afford to not hustle.

“Traditional wives and girlbosses are not so far removed from each other these days,” noting that “their core values are often very similar.”

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Then there are the 16% who chose that creative, childfree, travel-focused life with — or without — a partner, working remotely from stunning beaches and gorgeous hotels. But while it looks good online, as we all know, social media isn’t exactly authentic and fewer women believe life can really be this picture perfect.

The routine, for many, also feels risky and perhaps a bit lonely and while a more predictable lifestyle isn’t necessarily exciting, it’s certainly less chaotic.

About 16% of respondents chose a creative, childfree, travel-focused life with — or without — a partner, working remotely from stunning beaches and gorgeous hotels. (Getty Images) Getty Images

Trophy wife life least popular

Meanwhile, the trophy wife route came in last with 14% of respondents choosing it, with many agreeing that one person taking care of everything — both financially and emotionally — is no longer realistic.

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Even those who choose a more traditional life desire purpose, structure and independence outside of relationships, but the option has become more of a fantasy than an actual plan.

Alexeenko pointed out that it’s no coincidence that the least independent archetype is also the least popular.

“That’s how countertrends like ‘tradwife’ and ‘soft life’ appeared,” she said, noting that it’s really about harmony.

“Research shows that gen-Z women are more marriage oriented than millennials; they seek a calm routine and security,” she added. “Well-being and balance are very important to them.”

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