The “Tradwife” movement has gained significant traction on social media platforms like TikTok. The trend rose in popularity during quarantine, as influencers and content creators began to showcase a lifestyle centred around traditional gender roles. Often portrayed as conventionally attractive and affluent, these women embrace the role of a “traditional wife,” focusing on homemaking and supporting their husbands as the primary earners.
Much of the content associated with the “Tradwife” movement idealises the domestic life, with women taking on roles as caretakers, cooking, cleaning and raising children. Supporters of this lifestyle argue that it celebrates femininity, domesticity, and a simpler, more traditional way of life. However, critics point out that the movement promotes outdated gender roles, reinforces financial dependence on men, and risks undoing decades of progress in the fight for gender equality.
While some “Tradwives” openly attribute their lifestyle to religious or conservative beliefs, others emphasise its aesthetic appeal—wearing vintage-inspired aprons, soft makeup, and showcasing an idyllic home life. This romanticised depiction, however, raises concerns about the impact on their audience, particularly young women who may be drawn in by the carefully curated imagery without fully understanding the potential limitations of this lifestyle.
The Role of Social Media and Influencers in the Trend
A large part of the “Tradwife” movement’s success can be credited to influencers who share their experiences and vision of traditional homemaking on social media. Take Nara Smith, for example, a former model who gained viral fame on TikTok for showcasing homemade recipes like bread and jam. Her videos regularly attract over 25 million views, with fans eagerly anticipating her next post. In these videos, Nara presents herself as the picture-perfect housewife with her pristine attire, fresh manicured nails, and full face of makeup—an image that stands in stark contrast to the messy, overwhelmed reality many associate with motherhood.
While Nara Smith has defended herself against the “Tradwife” label, saying she doesn’t see herself that way and has always wanted to be a young mother, her image has sparked the conversation about how the “Tradwife” role is often seen as empowering. For some, adopting this role may indeed feel empowering, as it aligns with their values or desires for a simpler, more peaceful life. However, for others, the glorification of such a lifestyle can be seen as harmful. The idealised version of homemaking presented by influencers like Nara Smith or Hannah Neeleman, who runs the “Ballerina Farm” TikTok account, raises important questions about whether these women are truly making an empowered choice or simply adhering to societal expectations.
Hannah Neeleman, a mother of eight living on a farm in Utah, is an example of someone who actively promotes strict gender roles in her content. As a member of the Church of Jesus Christ of Latter-Day Saints (LDS), Hannah’s lifestyle is strongly influenced by her religious and personal beliefs, which place a high value on traditional gender roles. While her social media portrays an idyllic life, Hannah has admitted the physical toll of raising eight children without outside help, sometimes leading to exhaustion.
For many in the LDS community, the “Tradwife” lifestyle is not just a choice but a religious and cultural expectation. This raises the question: are these women truly empowered, or are they conforming to societal and religious pressures? The carefully curated content often hides the struggles of maintaining this demanding role, potentially painting a picture of fulfilment when it may actually feel like an obligation or submission to outdated gender norms.
How the Movement Could Undermine Gender Equality
The rise of the “Tradwife” movement poses a challenge to the progress women have made over the past century. From the 1920s onwards, suffragists fought for women’s rights to vote, own property, and pursue careers. The 1970s marked a significant shift in the push for equal pay and opportunities. However, the growing popularity of the “Tradwife” movement has raised concerns that it could undo much of this progress. Influencers like Hannah Neeleman, known for her TikTok account Ballerina Farm, and Nara Smith, who has 11.5 million followers and 632 million likes, have helped amplify the movement, prompting worries about its impact on women’s rights and equality.
Critics argue that the movement romanticises a past where women had little autonomy and were confined to the home, often without the choice to work or build independent lives. Many question why, at a time when women have more opportunities than ever, some are choosing to glorify a lifestyle that once restricted them. While some find comfort and empowerment in traditional roles, others worry that it undermines decades of progress toward gender equality. Fiona O’Malley, CEO of Turn2Me, warns that the trend “reinforces harmful gender stereotypes, undermines gender equality and promotes unhealthy relationships with power imbalances,” highlighting concerns it could reverse progress for women.
The movement also risks reinforcing a narrow definition of womanhood, where a woman’s value is primarily tied to her domestic duties. This can marginalise those who choose to pursue careers or different lifestyles, suggesting women should conform to specific roles. Moreover, the “Tradwife” movement often promotes financial dependence on men, which could make women vulnerable in situations of economic hardship or abusive relationships, where a lack of independence can make it difficult to leave.
As the movement continues to gain popularity, it may also influence men, reinforcing the idea that women should conform to traditional roles. This pressure can create tension in relationships, where women feel obligated to adopt a lifestyle that doesn’t align with their aspirations. In extreme cases, these ideas could contribute to gender-based discrimination or even violence by promoting the belief that women should be submissive and dependent on their husbands.
Figures like Andrew Tate and the Red Pill community have amplified these views, encouraging men to adopt a controlling view of relationships. Tate, a well-known figure in this group, promotes a version of masculinity that treats women as inferior and suggests men should dominate. His controversial messages, especially among young men, reinforce the belief that women should be subservient. The Red Pill community shares similar views, intensifying pressure on both men and women to conform to outdated and harmful expectations.
By reinforcing outdated power dynamics in relationships, the “Tradwife” movement raises important questions about its impact on gender equality. Is it empowering women, or is it pushing them to conform to outdated societal expectations that limit their potential?
