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/

A European Social Survey data (published in 2023) revealed that heterosexual couples reported lower life satisfaction when the wife/partner was the breadwinner compared with when the husband/partner works or both are working. Looking at this and other surveys in the US taken in the last decade, it appears that there is a nostalgia for the Donald Draper golden era where men being the sole breadwinner was the norm. After over a half a century of the so-called sexual revolution in Western societies, why are the men still expected to hold the primary role of the main provider for the family, while, as further findings show, men are adversely affected by this expectation?

Who Wears the Pants Matters

First, let’s discuss the surveys in more detail. The European Social Survey also showed women's life satisfaction is lower (6.33) when they are the sole earner and higher (7.10) when their husband/partner is the sole earner. Men’s life satisfaction is 5.86 when his wife/partner is the sole earner, versus 7.16 when he is the only earner. In fact, men and women struggle—but men most—in terms of mental health issues in situations when their spouse/partner is the breadwinner and they are jobless.

This tells us that heterosexual couples in the European countries surveyed (United Kingdom, Spain, Slovenia, Portugal, Poland, Ireland, Germany, France, and Finland) are happier when they are able to fulfill their livelihood under traditional gender norms. Any deviation from conforming to the traditionally ascribed roles for men and women resulted in adverse effects for both sexes, but particularly more for men. Reasons may lie in lower income when women work than a two-earner or male-breadwinner household and the psychological pressure that men particularly experience when they cannot provide for the family.

Take Thee to Be My Wedded Husband

Another survey, by the Pew Research Center in 2017, revealed that over 70 percent of Americans say that men should be the family’s provider. The survey which looked at heterosexual marriages found that 71 percent of women surveyed expected their male partners to be the breadwinner to qualify as a good partner, notwithstanding 39 percent of women said that women should be able to provide financially for their families.

Of the men surveyed in the Pew study, 72 percent said that to be a good partner, it is important for the man to be able to financially support his family, while just 25 percent of men thought that a woman needs to be a breadwinner to be a good wife. This shows that the traditional sexual division of labor is at the center of heterosexual marriages and not being able to conform to these roles may devalue one’s eligibility as a potential spouse.

Lower well-being in unemployed male in heterosexual unions is fairly universal.

Reflecting on the findings of a previous study in 2016 by the University of Connecticut, it appears that society puts a heavier burden on men than women in taking on financial responsibility in the family that it affects men’s well-being. The survey revealed that American men who took greater financial responsibility in the family reported a strain in their well-being with negative effects on their health.

What’s also interesting is that the European Social Survey findings furthermore showed that the issue of lower well-being in unemployed male in heterosexual unions is fairly universal across the nine countries surveyed. It is even the case in more gender-equal countries such as Finland.

Aggrieved Entitlement

The survey findings could be linked to the economic challenges Western countries face and which are affecting the middle-class, the class that tends to maintain the status quo of traditional gender roles. These challenges have brought about discontent in the people of the class as they are not able to live the comfortable life their parents had lived.

Sociologists have referred to the above experience as “aggrieved entitlement”, a concept introduced by American gender expert Michael Kimmel, which refers to the anger and resentment experienced by individuals of a dominant or privileged group when they feel they are losing the traditional privileges they believe their group has been entitled to for generations. These traditional privileges include what was or apparently what is still considered men’s superior position as the provider of the family.

The postwar economic boom and the idealization of prewar traditional family values in the West during the 1950’s–60’s made it possible for men of the middle- and upper-middle class to take on the role of sole breadwinner as portrayed by Donald Draper, the character in the US TV series Mad Men (a situation similar in other Western countries). However, over the decades, stagnant wages and job insecurity, wage gaps in favor of the rich, and changes in women’s economic roles all impact on how men of the privileged group are able to take on their privileged role as sole breadwinner.

The Oppression of the Privileged

A country's struggling economy is one of the main causes of men’s loss of privileges. For example, the rise in the cost of living and housing has caused some privileged groups to feel that they are suffering from an injustice which further caused the men, especially, to feel disempowered by not being able to have control over and secure their “rights”.

The above condition has caused resentments targeted towards specific ethnic groups as individuals from some privileged groups perceive that social changes driven by factors such as changes in the population, economy, or labor market have redistributed the privileges which had been exclusively enjoyed by their families for generations. This may also be exacerbated by a leadership crisis where leaders have failed to solve economic issues which affect privileged groups.

Aggrieved entitlement reflects how patriarchal values oppress men, even the privileged.

Aggrieved entitlement reflects how patriarchal values oppress men, even the privileged, as well as women, and in some instances may even have a more negative effect on men. Nevertheless, the loss of male power by giving up the breadwinner position would disrupt the power imbalance between the sexes and the order of things maintained by the privileged groups. This power structure has proven difficult to transform by social changes that have been driven by feminism, as it serves capitalism, among other ways, by reproducing the labor force and sustaining a gendered labor market.

Thus, to prevent mental health issues in relation to financial responsibilities in the family, it is about time that in socializing children, society introduces values that do not promote traditional gender roles. However, for any fundamental change to take place that would lead to equality, changes that could transform the patriarchal family structure and the class structure in society are what’s needed, which of course is not within the scope of this essay.

-Some Thoughts from the Cappuccino Girl- (2024)

#gender #labor #work #sociology #class #men #mentalhealth #US #Europe

You might be interested to read: Political Strongmen and the Crisis of Democracy

Image: Mad Men Parodies (Pinterest)

Sources

ABC News Australia (2024) 'Growing concerns cost-of-living crisis is influencing the rise in extremist views.' YouTube. https://youtu.be/yhb3br85mGs?si=8sWHRFIXlBzweuky [22 March 2024].

Bankole, Sam (2024) 'Joey Barton, Aggrieved Entitlement, and the Myth of White Male Privilege.' The Oxford Student. https://www.oxfordstudent.com/2024/01/17/joey-barton-aggrieved-entitlement-and-the-myth-of-white-male-privilege/ [23 March 2024].

Bode, Nicole (2017) 'Why men are (still) expected to be the breadwinners.' Ladders. https://www.theladders.com/career-advice/report-fewer-men-ever-breadwinners [24 March 2024].

Kowalewska, Helen (2023) ‘Male’ and ‘breadwinner’—breaking the link.' Social Europe. https://www.socialeurope.eu/male-and-breadwinner-breaking-the-link [23 March 2024].

Kutsch, Tom (2016) 'Men who act as breadwinners face negative health effects, study finds.' The Guardian. https://www.theguardian.com/money/2016/aug/19/men-breadwinners-health-effects-wellbeing [24 March 2024].

Pew Research Center (2017) Americans say a man should be able to support a family financially but don’t say the same about women. https://www.pewresearch.org/short-reads/2017/09/20/americans-see-men-as-the-financial-providers-even-as-womens-contributions-grow/ft_17-09-20_spouses_americanssay/ [24 March 2024].

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/

The coronation of King Charles III on May 6th, 2023, marking a new era in the UK, coincides with another important event over a century ago. On May 6th, 1910, King Edward VII died, technically ending the Edwardian era and marking a start of a new one. In King Edward VII’s coronation in 1901, Queen Alexandra’s crown was adorned with the Koh-i-noor diamond—today, a controversial gem considered by some as symbolizing colonialism and imperialism, and which Queen Consort Camilla avoided to wear in her coronation. Interestingly, like today, the sentiments of anti-imperialism, albeit in no reference to the gem, had also echoed throughout the Edwardian era.

Although King Edward VII died in 1910, historians use the term Edwardian era to include the years onto the beginning of the First World War. Because the era was just before the Great War, some romanticize it as a golden age of a laid-back life with nostalgic summer garden parties. This created a misconceived image of a less turbulent era, while in fact it was a time of the upsurge of labor rights and suffrage.

Because the era was just before the Great War, some romanticize it as a golden age of a laid-back life with nostalgic summer garden parties.

Angels and Labors

The Industrial Revolution and urbanization during the Victorian era brought the prosperous middle class into the Edwardian era. However, class divisions (although less stringent) and wage gaps from the previous era were much intact in the new era, as was the gender ideology. It was considered inappropriate for upper- and middle-class women to work. However, advances in technologies, such as in transportation and communications, had opened more doors to Edwardian women who had to work for a living.

Thus, working class and lower middle-class women continued to play an important economic role for the country. According to the statistics of Edwardian times, one of every ten women were in paid employment. Women worked as teachers, clerks, and physicians’ assistants. With advances in photography, some well-to-do women as well worked as models. However, most working women were from poor households, who toiled in gender-segregated and low-paying jobs, and struggled in bad labor conditions, barely surviving; many also worked as domestic workers.

Women march with their symbol of freedom, the bicycle (bustle.com)

Like the Victorian era, the ideal middle-class woman was the “angel in the house” with servants. The typical middle-class household would have at least one live-in domestic worker, typically a woman. Interestingly, due to the middle-class lifestyle and the rise in consumerism, middle-class families even during this period were already reducing the number of children they’d like to have. Abortion (which was illegal) was the birth control method widely used.

Nevertheless, some changes late in the Victorian period provided impetus for Edwardian women’s advancement. One example is how Victorian women were able to defy society’s mores as well as gravity by learning to ride the bicycle. This made mobility less of an issue for most Edwardian women, especially as bicycles had become affordable to the masses. The bike was revolutionary in the sense that it gave women the freedom of movement and changed restrictive fashion. The split skirt which flows open during riding allowed Edwardian women to pedal with ease. The vehicle became a symbol of women’s liberation.

Against the backdrop of British leisure, however, was rising suffrage and labor activism ...

Suffrage and Labor

Against the backdrop of British leisure, however, was rising suffrage and labor activism, which was the momentum of the Edwardian era. The suffragette movement grew stronger and louder, despite protesters being arrested and forced fed in jail if they went on hunger strikes. Socialist thoughts began to flourish and labor strikes peaked. Between 1900 and 1911, the percentage of the working-class population involved in strikes increased more than three times.

Suffragettes were also involved in labor activism. In 1903, suffragette Emmeline Pankhurst and others established the Women's Social and Political Union (WSPU). The suffragette movement raised women workers’ issues, spurred rallies, and push for unionizing. Although not always on the same page with the suffragettes, women workers also advocated for suffrage, such as members of the Federation of Women Workers.

Pankhurst being arrested (Mashable.com)

In fact, in this era, there were issues raised that working women still face today. The welfare of working mothers as well as nurseries and childcare for all working women were issues already being raised at this time, particularly by suffragette and socialist, Ada Nield Chew. However, not surprisingly, the campaign did not gain much traction.

Domestic labor issues also did not find wide support due to conflict of interest between poor and wealthier women. The Domestic Workers’ Union (DWU) was established in 1909 and it campaigned for a 10-hour workday and for household work to be treated like industrial labor.

The Paradox

Moreover, anti-imperialists sentiments echoed through the era similar to today. Breaking away from Victorian values, Edwardian literature grew critical of imperialism, colonialism, and the class system.

Actually, anti-imperialist sentiments in Britain had begun in the late 19th century, but the controversial Second Boer War (1899–1902) had generated an increasingly critical view from radical liberals and socialists. In addition, the exploitation, abuse, and death occurring in indentured labor of the Indian people shipped to British colonies also sparked criticism towards the Empire until the practice finally ended in 1917.

Workers’ strikes continued throughout the era as the working class became increasingly dissatisfied with labor conditions. Between 1911 and 1914, there were over 3000 workers’ strikes; hence the period is known as “the Great Labor Unrest”. It was during this period, in 1906, that the Independent Labour Party (founded in 1893) established the Labour Representation Committee, which was then named the Labour Party.

Ready for the garden party, girls? (Pinterest.com)

During the war, suffragists took a break to focus on their support of the country. Women worked in replacement of men to support the war effort and supposedly for this contribution, they were awarded the right to vote, albeit not universal suffrage, in 1918. However, the war had destroyed an era which many cherished.

Coined the Golden Age of British life, the Edwardian era was nonetheless a hotbed of turbulence as different groups struggled against inequalities. In short, the era was a paradox of social unrest and summer garden parties.

-Some Thoughts from the Cappuccino Girl- (2023)

#Edwardian #suffrage #labormovement #Britain #history #gender #labor #feminism #women

Check out my other blog, Some Thoughts from the Cappuccino Girl for topics on gender and history.

Top image: Portrait of socialites Violet Morene and Yvonne Fitzroy modelling for Bassano, circa 1910 (npg.org.uk).

Sources:

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Gershon, Livia (2021) ‘Who Does the Drudge Work? Answers from Edwardian Britain.’ JSTOR Daily. https://daily.jstor.org/who-does-the-drudge-work-answers-from-edwardian-britain (Accessed 20 May 2023).

Harvey, Ian (2017) ‘The Most Beautiful Women of the Edwardian Era.’ thevintagenews. https://www.thevintagenews.com/2017/06/06/the-most-beautiful-women-of-the-edwardian-era/ (Accessed 7 May 2023).

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Manners, William (2015) ‘The Secret History of 19th Century Cyclists.’ The Guardian. https://www.theguardian.com/environment/bike-blog/2015/jun/09/feminism-escape-widneing-gene-pools-secret-history-of-19th-century-cyclists (Accessed 7 May 2023).

Stephenson, Andrew (2013) ‘Introduction: Edwardian Art and Its Legacies.’ In Visual Culture in Britain Vol. 14, No. 1. Taylor & Francis. https://www.tandfonline.com/doi/full/10.1080/14714787.2013.750826 (Accessed 18 May 2023).

Thorpe, J.R. (2017) ‘The Feminist History of Bicycles.’ Bustle. https://www.bustle.com/p/the-feminist-history-of-bicycles-57455 (Accessed 30 April 2023).

Victorian Era (2022) Features of Edwardian Era Literature. https://victorian-era.org/edwardian-era-literature.html (Accessed 20 May 2023).

Wikipedia (2023) Indian Indenture System. https://en.wikipedia.org/wiki/Indian_indenture_system (Accessed 20 May 2023).

Wikipedia (2023) Great Unrest. https://en.wikipedia.org/wiki/Great_Unrest (Accessed 20 May 2023).

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/