There's a survey conducted by the UN in 2022 showing young people are more conservative than other people and that men are more conservative than women when it comes to gender roles.

It's not completely new in the sense that backlash against gender equality and against feminism is not new. We also saw this in the 1970s after the second wave movement. We also saw it in the 1990s, the so-called manosphere. So this is a community of bloggers and actors on social media that post about motherhood already existed for like 15 years at least. But we see that this new persona, the tradwives, really became big during the pandemic.