How the shifting attitudes of young men risks stalling progress on female leadership – and how these minds can be changed

After years of slow but steady progress on gender equality, we’ve reached a fork in the road — will progress continue, or are we at risk of stalling? 

While broad support for women in leadership remains strong, new data from Kantar Media’s TGI reveals a troubling countercurrent. Shifts in attitudes among young men suggest that progress is not guaranteed and could slow unless actively addressed. The next steps are of enormous global importance, making this year’s International Women’s Day more significant than most.

For decades, backing for women’s leadership and workplace rights has grown. Today, 82% of British adults agree that women are just as capable as men in leadership roles. Yet, beneath this consensus lies a sharp decline in support among young men. 

In Britain, the proportion of men aged 15-24 who believe women are equally capable leaders has fallen from 82% in 2019 to just 51% today. In Germany, the number of young men agreeing that “a woman’s place is in the home” has surged from 5% in 2021 to 22% today. In Brazil, the proportion of men who ‘completely agree’ with this outdated notion has jumped by 50% in just three years.

What’s driving this change?

This shift is not happening in isolation. Kantar Media’s data points to a broader sense of disillusionment among young men, exacerbated by economic pressures. TGI reveals that those in Britain aged 15-34 are now 35% more likely than the average adult to feel they have little control over their lives. Women of the same age do not share this increased sense of powerlessness. In 2022, 24% of young men agreed with this sentiment; today, that number stands at 34%.

This growing disempowerment may be fuelling a backlash against female empowerment. Some young men perceive progress for women not as a shared advancement, but as a direct threat to their own prospects. Whether this stems from economic insecurity, is stoked by politicians courting male votes, thrives in certain online spaces, or arises from shifting societal expectations, the consequences are far-reaching. Left unaddressed, this resentment risks deepening divisions and undermining the very progress it seeks to oppose.

Opportunities to shift attitudes

Despite these concerns, we must not lose sight of the broader picture, which remains encouraging. The vast majority of adults continue to support gender equality, and older men have become increasingly likely to endorse it. In Britain, for example, the proportion of men aged 65+ who believe “a woman’s place is in the home” has dropped from 15% in 2000 to just 4% today.

Crucially, young men who hold regressive views are also among the most open to influence. TGI reveals that those who question women’s leadership abilities are 34% more likely than the average adult to be swayed by online reviews and comments. They are also heavy media consumers, making them highly reachable through digital channels. In Britain, young men who reject women’s leadership are nearly twice as likely as the average adult to be heavy internet users, 85% more likely to be top-tier gaming consumers, and 69% more likely to be highly active on mobile internet.

Looked at the right way, these trends therefore highlight an opportunity. Digital platforms, gaming communities, and online spaces are not just where these attitudes often take root, they are also where they can be constructively challenged and reshaped. By meeting these young men where they are, we can counter narratives of resentment with messages that promote inclusion, opportunity, and shared success.

Tracy Gunn, co-founder of Platform 55, an award-winning HR Platform recognised for its work in DE&I, acknowledges that young men are navigating “complex questions” about their place in a changing world. Many feel disempowered, uncertain, and even alienated by discussions on gender equality.

“To drive change, we need to focus on what’s happening in our society, in our workplaces, and at an individual level – neglecting any one of these limits progress,” she says. 

“It’s also important to reframe gender equality as an opportunity rather than a threat. It’s not about diminishing men’s role in society, but about broadening the conversation to show how inclusion benefits everyone.”

Gunn offers multiple avenues for action, particularly for businesses and those in leadership positions. Although certainly not exhaustive, here are some strategies endorsed by Gunn and her team, which inform Kantar Media’s own thinking on workplace culture. Gunn also emphasises that society and the workplace must play a larger and simultaneous role, and offers multiple avenues for action, particularly for businesses and those in leadership positions. Although certainly not exhaustive, here are some strategies endorsed by Gunn and her team, which inform Kantar Media’s own thinking on workplace culture.

Contextualising gender equality as part of a broader historical journey

For many young men, gender equality can feel like a sudden shift rather than the long and hard-fought historical journey it really is. Without the lived experience of past inequalities, they may struggle to see why change is still necessary. Schools, businesses, and media outlets should do more to educate young people on how workplace and societal norms have evolved over time to better contextualise what is happening today. Within this framing, young men are more likely to see a positive role for themselves to improve society through genuine equity, rather than picking sides in a fight.

Framing gender equality as a win-win, not a zero-sum game

One of the biggest misconceptions is that gender equality benefits women at men’s expense. This narrative fuels resistance and disengagement. Instead, we must show how equality benefits everyone — better parental leave policies give men more time with their families, diverse workplaces lead to stronger businesses, and fairer societies improve well-being for all. The focus should be on shared success rather than competition.

Countering online negativity with positive role models

Certain online influencers are among the loudest voices pushing back against gender equality. To counteract this, businesses, media, and public institutions must amplify positive male role models — men who advocate for fairness, balance, and shared responsibility at home and in the workplace. Furthermore, the media and marketing ecosystem can do more to ensure voices and platforms that promote regressive voices are not monetised through adspend.

Challenging rigid stereotypes of masculinity

The idea that men must be stoic, unemotional, and solely focused on providing is deeply ingrained. It not only harms women’s progress but also traps men in outdated roles. Encouraging open conversations about masculinity, mental health, and emotional well-being can help shift these expectations. Workplaces and organisations should create spaces where men can discuss their challenges beyond traditional gender norms.

The urgency of action

Finally, the business case for diversity is well established, but for anyone who needs a reminder: companies in the top quartile for gender diversity are 25% more likely to outperform financially. Diverse leadership teams generate 19% higher innovation revenue, while inclusive organisations — avoiding groupthink, leveraging diverse thinking and better understanding their customers — make better decisions and gain competitive advantages in new markets.

Meanwhile, despite clear setbacks in some regions, regulation is tightening in others. The EU for example is not scaling back on equality, diversity, and inclusion — it’s making them law. The Corporate Sustainability Reporting Directive (CSRD) mandates disclosure of DEI efforts, and pay transparency laws require real action on equity. 

Beyond compliance, businesses that neglect inclusion also risk losing talent. Indeed, with 86% of employees seeking value-aligned workplaces and inclusive companies experiencing 59% lower turnover, embracing diversity is a business no-brainer. But we need everyone along on the journey.

That’s why on International Women’s Day 2025 we must use data to take stock of where we are and consider how much harder our collective efforts must be as we continue pushing forward. If we want to ensure a fairer world for future generations, we must act now before attitudes harden, and progress slows further. That can only happen by understanding everyone’s point of view.

Discover more!

Download our dedicated min-report that draws upon our TGI data to bring to life the themes addressed in this article. Please click here to access the mini-report.