Young men are becoming increasingly anti-feminist, according to new research. In the U.S., 45% of men ages 18-29 say they face discrimination, according to a Brookings Institute poll. The trend is similar in Europe and the UK, where young men express growing resistance to gender diversity initiatives.
Given Millennial and Gen Z’s widening presence in the workforce, these rapidly changing attitudes threaten firms’ diversity gains. Leaders intent on fostering gender equality can help counter the anti-feminism trend.
Millennials and Gen Z men are not just turning against feminism. They also feel more pressure than previous generations to prove their masculinity, often through physical displays and sexualized talk about women, a Pew survey found. These young men think that stay-at-home dads are lesser men, in contrast to older generations, an Ipsos and Kings College study shows.
One reason for this shift may be that gender equity efforts have focused on women’s access to educational, work and promotion opportunities, leaving some men resentful as traditionally male-dominated jobs have become more competitive. Political movements that capitalize on this resentment by promoting anti-feminism, anti-gay messages and endorsing hypermasculinity could be exacerbating this trend. Some also blame the shift on the commodification of anti-male sentiments.
Significant Liabilities From Anti-Feminism
Millennials and Gen Z men’s growing rejection of gender diversity initiatives could be costly for their employers and their female colleagues.
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When men feel they have limited power, they rate female job applicants as less desirable candidates and recommend lower pay, according to findings from a set of published experiments. They also become more tolerant of gender and gender identity discrimination and inequalities.
Workplaces where men compete to demonstrate their masculinity often suffer from toxic cultures, low safety standards, misconduct and abusive leadership. They also exhibit more negative attitudes and behaviors towards women and LGBTQ+ individuals, studies show, which encourages harassment.
Strategies For Corporate Leaders
To counter these trends, corporate leaders can adopt strategies that highlight alternate models of masculinity; address men’s resentment towards gender equality policies; guard against masculinity contest cultures at work.
Support Alternate Models of Masculinity
Hypermasculinity values that promote a winner-take-all attitude, emotional toughness, and working long hours make it difficult for men to take on childcare responsibilities, as they risk being seen as “soft” or not sufficiently committed to work.
Paid paternal leave could counter these norms by enabling men to take on childcare responsibilities, shifting the narrative around fatherhood. Supportive norms, such as avoiding meetings during family time and offering flexible work arrangements, also help.
And establishing a Dads’ Employee Resource Group can provide support, positive role models, and a space to develop new ideas for supporting all parents. Seramount’s Top 10 “Best Companies for Dads’” 90% offers additional ideas for supporting dads at work, such as bereavement leave after a partner’s miscarriage.
Diffuse Men’s Resentment
Most people do not want to be seen as “bad,” especially when it reflects on a group they identify with. So, when men are blamed for gender inequality, they often react defensively.
Recognizing that men are generally moral can defuse the resentment fueling anti-feminism. When men hear that they are generally good, they are less likely to feel victimized by gender equality initiatives and more likely to support them, according to research from Universidad Nacional de Educación a Distancia, Universidad de Almería and Università Degli Studi Di Milano-Bicocca.
Acknowledging that gender stereotypes harm not just women but also men can help employees from both genders work together for more gender equality. When men read about the pressures men feel to demonstrate professional success, competitiveness and sexual performance, they are more willing to work collectively against gender stereotypes, according to the study.
Assess The Corporate Culture
Measure how much your organization endorses traditional masculine norms like competition, dominance and toughness using the masculinity contest culture scale devised by researchers at Lawrence University, the University of Toronto and the University of British Columbia.
Examine pay gaps in your organization between jobs requiring similar qualifications but dominated by different genders (e.g., nurses vs. paramedics, receptionists vs. security guards). Equalizing pay may enable men and women to pursue a wider variety of jobs.
Assess how your company's products, services and communications promote or interrupt hypermasculinity. Identify and rectify practices or messaging that perpetuate gender stereotypes or exclusion. For example, automotive advertisem*nts frequently portray men as the primary drivers in highly masculinized environments. Embracing alternatives to traditional portrayals of masculinity showcase a broader range of ways to be a man.
By addressing the growing opposition to gender diversity among young men, corporate leaders can foster a more inclusive environment that benefits everyone. Implementing these strategies not only helps bridge the gender gap but also reduces toxic workplace behaviors and promotes a culture of equity and respect.
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