The Rise of Tradwife Influencers

The rise of tradwife influencers is a complex phenomenon reflecting our cultural moment, but one which may offer a marketing opportunity.

Forget your power suits and corner offices. Today's social media stars are trading boardrooms for baking pans. The rise of the “tradwife” (traditional wife) influencer, women who celebrate a life centred on domesticity and traditional gender roles, is reshaping online conversations about femininity and fulfilment, attracting millions with their picture-perfect portrayals of homemaking bliss. But is this a genuine reflection of a yearning for simpler times, or a carefully curated fantasy that reinforces outdated ideals?

Tradwife influencers, with their vintage aprons and emphasis on hearth and home, are certainly captivating millions worldwide with their depictions of wedded bliss and perfectly piped frosting.

While there isn't a mainstream presence of New Zealand tradwife influencers documented in major news sources, the concept of tradwives is still a growing online trend. Look for hashtags like #tradwife or #nztradwife on platforms like Instagram and TikTok or search New Zealand mommy blogs or lifestyle blogs that mention traditional values to see the influence gaining traction in this country.

While not part of the tradwife ecosystem, there are a number of New Zealand homemaking blogs run by social media influencers who write about some traditional homemaking values. These include Home Grown Happiness’s Elien, who has a blog that’s all about home growing and homemaking food – sourdough, gardening, preserving, cooking and more; Just a Mum’s Kitchen, a blog from Taupo mum Anna, who shares recipes; and Nishu (Lips n Berries), an expat Indian who calls New Zealand her home and takes you through her motherhood journey, and love for natural skincare.

Other Kiwi influencers operating in this area, worth noting are, Stitching Farmgirl, A Real Mum NZ, Empowermums blog, The Motherhood Project blog, The Mum’s Clique, and Bumblemom.

In recent years, this new breed of social media influencers has emerged, promoting a lifestyle that harkens back to traditional gender roles of the past. These tradwife content creators advocate for a return to homemaking, with an emphasis on baking, homeschooling, and staying at home as a wife and mother. While their message resonates with some, it has also sparked debates around feminism, personal choice, and the perpetuation of gender stereotypes.

At the forefront of the tradwife movement are American influencers like Nara Smith, Emily Mariko, Ballerina Farm, Hannah Neeleman, and Kelly Havens, who have amassed substantial followings on platforms like YouTube, Instagram, and TikTok. Through beautifully curated content, these women showcase their domestic lives, sharing recipes, homemaking tips, and glimpses into their roles as stay-at-home wives and mothers.

The appeal of the tradwife lifestyle lies in its promise of a simpler, more traditional way of life, one that celebrates the joys of homemaking and nurturing a family. For many followers, these influencers represent a refreshing alternative to the fast-paced, career-driven narratives often championed in mainstream media.

While the tradwife movement has drawn criticism from feminists, there popularity is growing and offer an important marketing opportunity. Supporters of the tradwife movement assert that their choice to embrace traditional gender roles is a personal one, free from societal pressure or coercion. They argue that modern feminism should encompass the freedom to choose any path, including that of a homemaker, without judgment or condemnation.

Tradwife influencers maintain that their lifestyle is not a rejection of feminism but rather a celebration of their personal values and priorities. They contend that by showcasing the joys and fulfilment found in homemaking, they are providing an alternative narrative to the career-centric messaging prevalent in mainstream media.

The tradwife movement highlights the complexities of navigating personal choices within the context of societal norms and evolving gender dynamics. As with any cultural phenomenon, it is essential to approach the subject with nuance, recognising that individual experiences and perspectives may vary.

The influencers at the forefront of this movement have sparked a conversation about the multifaceted nature of womanhood and the diverse paths women can choose to follow. For those who embrace the tradwife lifestyle, it is important to acknowledge the privilege that often accompanies the ability to be a stay-at-home spouse. Financial stability, access to resources, and supportive partners are critical factors that enable this choice, not all women have the same opportunities or circumstances.

There are a few reasons why #Tradwife influencers like Nara Smith, Emily Mariko, and Ballerina Farm, who focus on baking, family life, and homemaking, are gaining popularity in 2024, despite seemingly promoting a more submissive domestic lifestyle. In a fast-paced world, some viewers find the tradwife lifestyle appealing because it evokes a sense of simpler times, with a focus on family and domesticity.

Tradwife content is often beautifully filmed and curated, showcasing idyllic family life, baking projects, and a picture-perfect home aesthetic. This aspirational lifestyle can be attractive to viewers seeking a sense of order and beauty in their own lives, and the ideology can be seen as a response to the pressures of modern feminism and career expectations. For some women, it offers an alternative path to fulfilment and purpose.

The TV series "Lessons in Chemistry", based on the novel of the same name by Bonnie Garmus addresses explores themes of sexism and societal expectations placed on women. The story explores the contrasting paths of a woman moving from a career in the sciences (chemistry) to hosting a television show that appeals to tradwives who embrace conventional domestic roles.

This narrative setup provides insightful social commentary on a few key themes regarding the choice between career and domesticity for women. Elizabeth Zott’s journey from chemistry to a tradwife-targeted show highlights the tensions and trade-offs women have historically faced when navigating professional ambitions versus domestic/family priorities prescribed by traditional gender roles.

The rise of the tradwife influencer movement presents some interesting opportunities for marketers of certain brands. Tradwives who embrace homemaking may be an attractive target market for brands selling cooking equipment, baking supplies, cleaning products, home decor, etc. Their focus on domestic life could make them receptive to marketing for products that support traditional household tasks.

With an emphasis on stay-at-home motherhood and homeschooling, tradwife influencers could connect well with children's brands – toys, educational materials, clothing, baby products etc. Mothers devoted to full-time parenting are a key consumer here.

Brands offering modest, feminine clothing styles reminiscent of earlier eras may find an audience with tradwives seeking to embrace traditional femininity in their appearance. With home-cooking as a celebrated skill, food brands offering baking mixes, spices, prepared ingredients could potentially market to tradewives looking for shortcuts or high-quality domestic products. Since traditional values often intersect with religion, brands offering faith-inspired goods like scripture books, home decor, modest apparel could resonate with Christian/religious tradwife audiences.

However, marketers should be cautious about making assumptions and need to prioritise authenticity. Attempts to simply commercialise the movement could backfire. Partnering with established tradwife influencers for product promotions or sponsored content may be more effective for reaching this niche audience genuinely.

There are also pitfalls to avoid, like being seen as exploitative, regressive, or dismissive of modern feminist values around women's empowerment and equality. A nuanced approach celebrating personal choice is advisable.

Overall, the tradwife space provides opportunities for certain brands to connect with an engaged audience, but marketing should be rooted in respect for the movement's principles and core followers. The psychological challenges faced by women when balancing professional ambitions with domestic and family responsibilities is complex and can be triggering.

From the research I could do, it doesn't appear that any major mainstream brands have explicitly targeted or capitalised on the tradwife movement yet. However, there are some smaller companies and businesses that seem to be catering to this niche audience including modest fashion brands that sell modest clothing styles that align with traditional femininity promoted by many tradwife influencers. These brands market heavily on Instagram, and some have partnered with popular tradwife accounts.

Small businesses offering homemaking supplies like candle-making kits, embroidery patterns, baked goods mixes etc. have found an audience among tradewives who celebrate domestic skills. Examples are Bramble Berry, Sublime Stitching, and The Prairie Homestead. Some niche curriculum publishers like Master Books, My Father's World, and The Good and The Beautiful have cultivated a following in these circles in the U.S.

However, there hasn't appeared to be any overt, large-scale marketing campaigns from household-name brands specifically targeting the tradwife demographic yet. It remains a fairly insular online community at this stage and major brands may be proceeding cautiously given the sensitive nature of the movement's traditional gender roles messaging amidst modern social discourse around feminism and equality. But for some brave or niche marketers there is definitely a growing opportunity.

While some women will balk at the idea of adopting traditional roles of domesticity it is apposite to note that there has been a growing trend of stay-at-home husbands or house-husbands in recent years, where the husband chooses to be the primary caregiver for the home and children while the wife pursues her career outside the home. This challenges traditional gender roles where the man was expected to be the breadwinner and the woman the homemaker.

Major factors driving it include more women entering high-powered careers, greater acceptance of non-traditional family structures, and some men embracing the role of taking care of home/children.

Census data shows the percentage of stay-at-home dads in the U.S. has nearly doubled since the late 1990s, though they still represent a small percentage overall. A 2013 University of Auckland study found around 1 in 10 fathers stayed home to be the primary caregiver at some point. Later, in 2017, a TVNZ article cited census data showing a 26% increase in the number of stay-at-home dads between 2006-2013. A 2019 report by the Australian Institute of Family Studies found 4.6% of couple families had a stay-at-home dad, up from 3.5% in 2005.

Proponents argue it allows couples to have greater flexibility in dividing work/home responsibilities based on their skills and preferences rather than gender norms. Perhaps we are seeing the rise of the “non-trad husband” – yet another market segment to consider.

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