Labor Disguised as Love: Tradwives and the Politics of Domestic Ideals in Times of Crisis

Remember this old Dolly Parton song?
Workin' 9 to 5, what a way to make a livin' Barely gettin' by, it's all takin' and no givin' They just use your mind and you never get the credit It's enough to drive you crazy if you let it 9 to 5, yeah, they got you where they want you There's a better life and you think about it, don't you?
Of course we do, Dolly.
Written in 1980, the song captures how the work life affected women. Today, it appears that women are not just thinking about a better life but are actually doing something about it—well, at least those who have the option. Enough of the fast lane. Why endure the stressful life of the girlboss when there is a better life—the blissful life of the tradwife?
The Tradwife
The King’s College London (2025) defines a tradwife as a modern-day housewife who embraces traditional gender roles—typically focusing on homemaking, childcare, and supporting her husband—while often sharing her idealized lifestyle on social media.
Housework tends to be seen as drudgery, yet tradwives on social platforms certainly know how to make us forget this by curating an image of homemaking that is inspiring, effortless, and desirable. While many share useful tips and knowledge, how some tradwife influencers make food from scratch in floral or skimpy dresses, with full make up, when they have babies or young children to care for, raises the question—Is it parody? Is it fantasy? What it is—as have been discussed by many commentators—is a business. It’s a way for stay-at-home moms to earn income, so it’s essentially working from home. For the successful ones, with over 500k followers on Instagram, this is substantial earnings, certainly enough for them to pay someone to take care of their children or to do the household chores while they film.
The tradwife trend continues to spark controversy.
Tradwives on social media have surged in popularity over the past few years, attracting both praise and criticism. In the US, their rise has been framed as a cultural resistance to the girlboss culture, and for some, as a political resistance to liberalism—the cultural and ideological framework that conservatives perceive value working women over women who are homemakers. Check out, if you haven’t, the social platforms of Classically Abby and Nara Smith.
In the UK, tradwife culture is not directly tied to party politics, nonetheless it is shaped by the rise of conservatism in recent years. The ideal of domestic life as something that British women should aspire to is reflected in the success of UK tradwife influencers, such as Emily (@maverickmother) and Thuy Improta (@ministryfromhome). While this aspiration can be linked to nostalgia and faith, according to the British Social Attitudes Survey (1984 to 2022) conducted by King’s College London, the trend is more of a reflection of widespread burn out and frustration with a labor market that fails to provide work-life balance or adequate accommodation of family life.
The tradwife trend continues to spark controversy. Some view it as women’s natural gender role, often justified by religious beliefs, while some see it as regressive and antifeminist. In contrast, others argue that women who choose to be homemakers (but what about men, though?—more on that later) can still be aligning themselves with feminism as feminism is about choice for women. Yes, but some choices in life come with privilege, and so does the choice of being a traditional wife in the real sense of being a stay-at-home mom or wife who does not work to earn income. Certainly, in today’s economic climate, only a minority of families can survive on a single income. This adds to the controversy surrounding the idealization of the tradwife life on social media—it is sometimes despised as it sparks class antagonism. For some others, however, it’s simply a fantasy being sold—something to enjoy, nothing more than social media entertainment.
Idealization of Domestic Life Through the Times
Why has the idealization of women’s traditional role re-emerged as a trend in recent years in the US and UK, and across other Western countries? Looking back, we see a recurring pattern: domestic life for women tends to be idealized during periods of economic crisis, instability, war, and geopolitical conflict. For example, with the collapse of the German economy following World War I, the country looked to the Nazi regime to rebuild the country. The Weimar era of women’s emancipation was quickly replaced by the idealization of women’s domesticity and motherhood was institutionalized as civic duty. During the Great Depression of 1929, in Western Europe and the US, traditional wife ideals were reinforced and women were pressured to leave the labor market, countering the gains of the suffragette movement.
In contrast, the postwar economic boom following World War II saw the rise of the suburban housewife ideal in Western Europe and the US. Prewar nostalgia and anxieties about instability made traditional values feel safe. However, this reality was further intensified by Cold War cultural politics, where governments promoted the nuclear family—with husband as breadwinner and wife as homemaker—as the model household that is essential for maintaining the stability of the capitalist economy and the moral strength of Western democracy.
The 1970s and 1980s were marked with economic stagflation and social upheaval in both the US and the UK under the Reagan and Thatcher era. Dissatisfaction with liberal policies, economic struggles, and perceived moral decline following the cultural changes achieved in the 1960s gave rise to an era of conservatism that tied the revival of traditional family values with national politics.
... domestic life for women tends to be idealized during periods of economic crisis, instability, war and geopolitical conflict.
The 1990s was a decade of multiculturalism, globalization, and advances in women’s rights, yet these developments coexisted uneasily with conservative backlash and cultural anxieties. After the September 11 attacks in 2001, security concerns took precedence, sidelining globalization and fueling a shift toward nationalism and cultural conservatism. At the same time, rising inequality had already begun to erode middle‑class stability, setting the foundation for the 2008 economic collapse. Inevitably, the 2008 financial crisis was met with a populist revival. As in earlier periods of instability, the surge of conservative populism in Europe and the US drew on family and tradition as anchors of stability.
Similarly, the uncertainty brought about by the COVID-19 pandemic—combined with the current economic downturn, perceived failure of liberal policies, and ongoing geopolitical conflicts—has fueled political polarization and a cultural revival of conservatism and traditional domestic ideals. Amid these instabilities, support for the idealization of women's domesticity grew stronger, as reflected in today’s tradwife trend.
It’s interesting to note that surveys conducted in the past years reveal that heterosexual couples are happier when they are able to fulfill their livelihood within traditional gender norms and that men experience adverse mental health issues when they cannot meet societal expectation of being the primary earner. This has been discussed in a previous blog post here. Amid the economic downturn of recent years, these findings are in line with the pattern of economic instability and a resurgence of traditional norms.
Labor Disguised as Love
What is striking is that women’s traditionally ascribed work is viewed as having no economic value, while in reality, domestic work plays a crucial role in providing the labor market with ready workers, thus sustaining the wider economy. The freshly ironed shirt prepared for a husband to wear to work, the hard-boiled eggs made before he faces the day, and the children raised for the next generation of workers are all examples of how household labor underpins the capitalist system. Economically devalued, household work and caregiving are unpaid labor disguised as love—essential, invisible work that allows the system to perpetuate itself.
What is also striking is that tradwives on social media have commodified the imagery of the traditional wife and her unpaid labor through big tech platforms such as TikTok and Instagram. In addition, they have become mouthpieces for conservative ideology. Yet, ironically, these successful tradwife influencers—who monetize the alternate lifestyle of domestic bliss—are, in another form, girlbosses themselves.
Economically devalued, household work and caregiving are unpaid labor disguised as love ...
Tradwives on social media may—for a few minutes or hours—divert other women from the exhaustion of nine-to-five work into a nostalgic vision of blissful family life; nonetheless, it is a path only accessible to a minority of people. To improve the lives of the majority, the real focus should be on structural changes in policies and the labor market. Such changes should promote genuine work-life balance that would enable both husbands and wives to participate in the labor force and in managing the household and child-rearing, such as through the provision of paid maternity and paternity leave. This means that the role of full-time homemaker should not solely be a choice for women—but equally as an option for men.
We must advocate for changes that support equal and flexible roles within the household, rather than reforms that reinforce gender-segregated family structures, which only perpetuate discrimination in the labor market. This would save men and women from adverse mental health outcomes and could help prevent families from facing severe economic hardship. These changes would strengthen society’s resilience and help break the recurring cycle of retreating into the comfort of traditional domestic ideals that perpetuate inequality.
-Some Thoughts from the Cappuccino Girl- (2026)
#history #politics #women #gender #feminism #labor
You might be interested to read: Political Resistance and Propaganda: From Dadaism to Slopaganda (Part 1)
Image: Pinterest
Sources
Boylan, A. M. (1989) Containment on the Home Front: American Families During the Cold War [Review of Homeward Bound: American Families in the Cold War Era, by E. T. May]. Reviews in American History, 17(2), 301–305. https://doi.org/10.2307/2702934.
Brechenmacher, Saskia (2025) 'The New Global Struggle Over Gender, Rights, and Family Values.' Carnegie Endowment for International Peace. Paper. https://carnegieendowment.org/research/2025/06/the-new-global-struggle-over-gender-rights-and-family-values [Accessed 29 June 2026].
Chance, Maia (2026) What Tradwife “Influencers” of Centuries Past Share with Their Social Media Contemporaries. Literary Hub. https://lithub.com/what-tradwife-influencers-of-centuries-past-share-with-their-social-media-contemporaries [Accessed 29 June 2026].
Kibwana, Thomas Joel (2024) 'The Death of Liberalism and the Rise of Conservatism: A Global Shift and Its Implications for the Global South' The Chanzo. https://thechanzo.com/2024/11/10/the-death-of-liberalism-and-the-rise-of-conservatism-a-global-shift-and-its-implications-for-the-global-south [Accessed 29 June 2026].
King's College London (2025) The Tradwife Phenomenon Isn't a Return to Tradition, It's a Plea for Balance. https://www.kcl.ac.uk/news/the-tradwife-phenomenon-isnt-a-return-to-tradition-its-a-plea-for-balance [20 June 2026].
Sonno, Tommaso, Helios Herrera, Massimo Morelli, and Luigi Guiso (2022) Financial Crises as Drivers of Populism: A New Channel (2022) CEPR. https://cepr.org/voxeu/columns/financial-crises-drivers-populism-new-channel [Accessed 29 June 2026].
Sykes, Sophia and Veronica Hopner (2023) Tradwives: The Housewives Commodifying Right-Wing Ideology. Global Network on Extremism and Technology. https://gnet-research.org/2023/07/07/tradwives-the-housewives-commodifying-right-wing-ideology [Accessed 29 June 2026].
POPULAR TOPICS
#subculture
Gurlesque: Poetics of the Bizarre, Ugly, and Feminine
#films
Mrs. Robinson, Countercultures, and Politics
#history
The Dutch Golden Age, Golden for Whom?
I also write articles here: https://feministpassion.blogspot.com/















