Published in the Journal of Marketing Management, the research explores how digital trends—like the TikTok-fuelled #tradwife movement, which has garnered over 300 million views—are creating both new revenue streams and a resurgence of nostalgia for traditional domestic roles.
Adèle Howes and her team examine the evolution of domestic tasks across four key phases, illustrating how these once-hidden activities have become central to the influencer economy:
- Expertisation (1840–1920): As domestic servants disappeared and home appliances emerged, housework transformed into a recognised skill.
- Valorisation (1960–1988): After WWII, consumer culture celebrated the well-kept home as a symbol of care and family pride.
- Objectification (1990–2010): With more women balancing work and home life, convenience products took center stage, making efficiency a priority.
- Professionalisation (2010–Present): Today, influencers turn cleaning, cooking, and organising into content that generates income. Yet movements like #tradwife prompt a crucial question: does this visibility empower—or restrict?
"With social media, household expertise has moved into the spotlight—but we're also seeing the return of a very specific image of womanhood," says Howes. "When millions tune in to content like #tradwife, it shapes how we view women's roles, and not always for the better."
Howes emphasises that as digital media redefines domesticity, this shift presents a double-edged sword. While social platforms offer women opportunities to monetise their skills and gain visibility, they may also reinforce traditional gender roles, making it harder to challenge stereotypes about who should be responsible for household work.
"This has far-reaching consequences for gender equality, social expectations, and how society values unpaid labour—both online and offline," Howes adds. "The findings challenge us to reconsider what true empowerment looks like in the digital age and how we can shape a more inclusive narrative."
For a deeper dive into this timely discussion, read the full study in the Journal of Marketing Management: https://doi.org/10.1080/0267257X.2024.2406940
