Does the tradwife resurgence in pop culture signify a global shift to right-wing populism?

We’re going back to the 1950s. Well, not quite, but it feels like it. Recently, there seems to have been a resurgence online of the ‘tradwife’ movement. A tradwife is a woman who believes in and practices traditional gender roles within marriages. She will therefore usually be in a heterosexual marriage, will not have a career, and will stay at home to perform domestic chores and/or look after her children. The tradwife is a staple of 1950s American fetishism, and on social media, it has become a prevalent trend due to algorithms controlled by powerful billionaires amplifying it for their own financial and ideological gain. Influencers like Nara Smith and Ballerina Farm have a combined follower count of 20.6 million on TikTok alone. But what prompted this, why is it negative, and what does it mean for the wider cultural zeitgeist–the prevailing ideas and attitudes of our time–and global politics?

A global political shift 

In recent years, women’s rights have been stripped back in ways not seen before. We have witnessed abortion rights taken away in the US and women’s freedom becoming almost nonexistent in Iran and Afghanistan, to name a few.  Although a subjective interpretation of this issue, this seems interwoven with a more general global shift to right-wing populism–a political approach that claims to represent ‘the people’ against the elite, but has no practical solutions and encourages a divisive ‘Us vs Them’ narrative. This is evident in Trump winning the 2024 US election with over 2.5 million votes, the populist Reform Party gaining considerable votes in the 2024 UK General Election, and divisive right-wing figures like Le Pen in France gaining popularity. 

The ideology of these politicians and parties stems from neo-liberal values of individualism leading to more socially conservative policies usually informed by religion, such as limiting abortion rights via the overturning of Roe v. Wade in the US. Of course, conservative values are not inherently bad, but they can lead to discussions surrounding serious limits to civil rights, as discussed in Trump’s ‘manifesto,’ ‘Project 2025.’ These policies are often supported by right-wing voters who have some kind of pseudo-nostalgia (longing for a version of the past which isn’t real), before the dismal financial situation of today. Supported and perpetuated by right-wing political parties, they can foster a narrative that a country was better before the ‘others’ changed it. This can lead to hostile, racist views regarding immigrants or people of colour, and contributes to big foreign policy changes like Brexit in the UK, or Trump’s promise to ‘build a wall’ on the border of Mexico and the US. Patriots feel a need to ‘Make America Great Again’—but leave you wondering when America was ever great in the first place, if degradation and oppression are what we’re seeking. 

Why is this a feminist issue?

So why should you care? Well, if you care about women, you should. Tradwives represent a lack of rights, such as access to abortion, lack of freedoms (like financial), and lack of choice. The personal is political, as most feminists say. 

But we live in a postmodern world. Aren’t women free to do whatever they want? We don’t need feminism anymore, right? These women have chosen this life. They’re not oppressed! 

Well, not quite. People often don’t think about the invisible factors that make us act a certain way. You may think you’re wearing make-up just for you, but why does it even exist in the first place? And why are you making your eyelashes longer or your cheekbones more angular? We have an illusion of choice, and the structural power dynamics between men and women actually dictate our choices. Some influencers living as tradwives depicting their lavish, leisurely lives as an escape from capitalism have the ability to shape our preferences and wants. Who wouldn’t want this life?

And if you don’t care about women, then don’t worry—it takes a toll on men too! They have more pressure as the sole earner in the family, which can negatively affect mental health—a subject notoriously underappreciated. Even conservatives should have an issue with this, as the economy suffers too. Fewer people are working and fuelling the economy, and there are more dependents on the state—especially as ‘traditional’ families tend to have more children. It is estimated that closing the gender gap (having more women in the workplace with equal pay) could give the global economy a USD 7 trillion boost. Thus, though it may be a conscious choice and the right decision for some women, the tradwife lifestyle actively damages the economy.

It is easy to see why women find this life aspirational. Globally, there is an economic crisis - in large part due to billionaire-backed policies which have pushed for neoliberal individualism, suppressing wages and driving up living costs. In the past 40 years or so, top CEO compensation shot up 1,209.2% compared with a 15.3% increase in a typical worker’s compensation. Lives are becoming more and more unaffordable. It is not unreasonable to long for a simpler time. Women see this lifestyle as an empowering life of stability, away from capitalist pressures—but unlike tradwife influencers, they will never create an income from it. There is a contradictory irony to this, as figures like Ballerina Farm are masquerading as stay-at-home mothers while simultaneously creating an income from it—and while already having a rich husband. This perfectly exhibits how capitalism and patriarchy are so interlinked. Women may feel pressure to be a tradwife both to conform to a desirable form of femininity, and to avoid emasculating their husband by allowing them to be the breadwinner of the family. Both of these forms of oppression intersect, meaning families are not as economically liberated, and wives do not have financial freedom–opening up opportunities for domestic and financial abuse. 

Who benefits from tradwives?

Well, tech giants and right-wing populist figures. Although influencers making money off of this lifestyle may benefit from the lucrative income, they are still at the mercy of the algorithm controlled by billionaires. There is a sort of digital authoritarianism to figures like Elon Musk. They control social media platforms and therefore the dominant ideology by amplifying certain content and shaping our consumption. After all, capitalism benefits from traditional gender roles. Stay-at-home wives have more time and motivation to buy home goods, childcare products and beauty items. It fuels the economy while maintaining the illusion of ‘simplistic’, ‘natural’ lifestyle. This causes conglomerates and tech giants to benefit from the right-wing shift and line their pockets even more, as neoliberal and populist economic ideas usually benefit the rich elite. We saw a direct example of this in the 2024 US election when Musk’s net worth rose billions of dollars overnight after Trump was reelected. Similarly, Musk, defended by Farage, attacked Jess Phillips MP online over his perceived dismissal of investigating grooming gangs - labelling her a ‘rape genocide apologist’. This led to threats to her life and severe consequences on her safety, exhibiting just how easily powerful billionaires can impact democracies.

So, are tradwives responsible for all this? Should we be denouncing Nara Smith, condemning Ballerina Farm, and protesting the stay-at-home girlfriends and wives on TikTok? Although they amplify this content and romanticise the lifestyle, they’re not the enemy. They’re merely a by-product of the real issue—billionaire populists working with tech giants and capitalist conglomerates to push their agenda, no matter the costs. Neoliberal individualism and populist mindsets have created the romanticisation of the tradwife life and allowed rich women to promote it. In doing so, they can maintain the status quo and prevent structural change, keeping their pockets lined. We must stay critical of social media trends and consumerism to avoid further division and exploitation of rights. To maintain our liberation, we have to resist this global domination through grassroots activism and feminist policy—but most importantly, raise awareness and discuss these very prevalent issues. Dominant right-wing political forces are pushing the narrative that a ‘traditional’ lifestyle is what everyone should aspire to, but in reality women have a choice - and whether they choose to stay at home or to work, it should be their choice.