The truth about 'tradwives' and the men who want them

Look up the "tradwife" hashtag on social media and you'll see perfect homes, perfect children, and perfectly baked sourdough.

Online, more and more women are spending their entire days in the kitchen, baking meals for their family from scratch and spreading a message of serving - and sometimes, obeying - their husbands. 

But new research has uncovered what's actually behind the tradwife phenomenon, and it's not just social media. 

A study from The Global Institute for Women's leadership at London's Kings College found what was pushing forward the tradwife movement and why some were choosing to revert to traditional gender roles: young women's rejection of a modern work-life balance, and damaging attitudes about masculinity from Gen Z men. 

"There is a huge rise of Gen Z men feeling that it is the men who have the final say in the household, that women should obey their husband," Professor Heejung Chung told 60 Minutes. 

Chung is director of The Global Institute for Women's Leadership at London's Kings College, and says the tradwife trend paints a picture of domestic bliss for working mothers and parents who are experiencing high levels of stress. But in actuality, it's a fantasy. 

"So if you go on the internet and see this woman who is completely non-stressed, very relaxed, has this very beautiful relationship with their children where they're feeding them homemade sourdough bread, it is a bit alluring," she says.

"It's a very tranquil life, very quiet. There isn't children asking, 'Mummy, mummy, mummy, can I have this? Can I have that?' 

"You don't have to do the dishes and walk the dog and work and send an email all at the same time. Which is kind of the daily experiences I have and other working mothers have." 

Perhaps more alarmingly, Chung's research also uncovered disturbing attitudes from young men. 

"This year we found that a third of Gen Z men [believe] that women should always obey their husband. It was just a bit of a shocking figure," Chung told 60 Minutes reporter Amelia Adams. 

"Men have lost ways of feeling being a man. 'I can't be the provider because my wife or my girlfriend earns more. I can't really be a protector because she's a strong, empowered woman. So what do I have left?' So in a way, this is a way for men to try to claw back their masculinity."

Chung says young women who are considering embracing the tradwife movement should be warned about the implications on their independence and finances. 

"Unfortunately, when you decide to be a housewife without any financial means or independence, it does lead to problems with regards to your ability to be autonomous," she said.

One man who triggered outrage around the concept was former Married at First Sight contestant Tyson Goodwin, who was heard on the show telling producers he wanted a "submissive" wife.

Speaking to 60 Minutes, Goodwin said that wasn't the case and he used the wrong word.

"So submissive was the wrong word to use, traditional is the word I was looking for, and the word I wanted to use," he said.

"So to be clear then, are you looking for a woman to serve and obey you?" Adams asked.

"I'm not looking for a dog, I'm not looking to put my wife on a leash at all, I think it comes down to choices," he said.

"I think it's really important for the mother of my children to stay at home for as long as she likes and be able to bond with my children, or our children I should say.

"And if she wants to go back to work I'll support that, but if she wants to stay at home and cook and clean, I'm not going to argue with that, that's completely fine.

"So there's really nothing wrong with wanting a traditional relationship in this day and age. I think if you can financially support it, why not."

Watch the full episode of 60 Minutes on 9Now.