The Persisting Perilous Allure of the Traditional Wife Movement
These ladies always present themselves immaculately, radiating positivity, and seem to gracefully juggle household responsibilities and childcare: these self-proclaimed "Tradwives" propagate the image of a caring homemaker on social media. However, appearances can be deceptive.
They have deliberately embraced a conventional role division and propagate the image of a self-sacrificing homemaker on social media, often referred to as "Tradwives". The term is derived from a blend of "traditional" and "wives". Apart from maintaining a certain vintage appeal, they make domestic chores and childcare look surprisingly straightforward. They also maintain a polished appearance at all times.
The Tradwife movement, popularized by American influencers like Nara Smith, Estee Williams, and Ballerinafarm (real name Hanna Neeleman), garnered considerable attention via platforms like TikTok. In a viral TikTok video, American woman Estee Williams elaborated on the trend: "We believe our role is to be home-makers," she stated. This doesn't mean undermining the achievements of women; rather, Tradwives believe women should prioritize their husbands and family over their careers and personal ambitions.
Financial expert Anne Connelly raised concerns about the trend in an interview with ntv.de: "Women have worked hard to secure their rights and equality - equal pay and a fair share of caregiving duties. And now we're seeing a resurgence of stereotypes from the 1950s," she remarked.
Financial considerations
During the 1950s, women were financially reliant on their husbands, lacking the independence to work or open bank accounts without their spouse's consent. The Tradwife movement represents a reemergence of traditional gender roles and romanticizes the past. Connelly admits the appeal, acknowledging the desire for a warm, secure home amidst societal turmoil: "Many find the sentiment appealing, but it's misleading." She emphasized that the financial aspect of this lifestyle is often overlooked in such social media posts.
Connelly argues that, while pausing one's career for the sake of the family could be acceptable, women must thoroughly consider the financial implications. Although benefits such as alimony were prevalent in the 1950s, this is no longer the case today. Connelly advises women to have open and transparent conversations with their partners about financial contingencies, such as prenuptial agreements or pension compensation. For instance, a savings plan in the form of an ETF or mutual fund could be established under the woman's name, with recurring contributions. Provisions could also be outlined in a prenuptial agreement regarding the division of joint assets. Understanding the financial element is crucial, especially for single women choosing this path.
Regardless, the conventional housewife model from the 1950s is no longer practical for most families today. Implementing a "Tradwife" lifestyle is an exclusive luxury, depending on the husband's income to support the family. "In today's inflationary environment, this is only achievable in a few partnerships," said Connelly, observing that Neeleman, a Tradwife whose husband is a multimillionaire's son, can afford the luxury.
However, not every "Tradwife" embodies the vintage housewife stereotype.
Despite the idea of homebound mothers, many social media influencers referred to as "Tradwives" actually engage in remunerative work. They generate income from popular cooking and baking videos, converting their homes into studios. Ashley McGuire, an expert from the U.S.-based Institute for Family Studies, revealed that "Tradwives" keep their work a secret, posing as traditional homemakers. McGuire argued that these women misrepresent reality, drawn to monetizing their homes while reaping the rewards of social media fame. They are work-from-home mothers, not the traditional homemakers they appear to be.
Smith, for example, is famous for her cooking videos, creating everything from Cornflakes to Cola at home. Her impeccably organized kitchen attracts millions of viewers. The precise income she earns from such videos is challenging to determine. TikTok reportedly pays around $0.50 to $1 per 1000 views for videos lasting over a minute. In March alone, Smith is estimated to have made around $200,000 - excluding sponsored posts.
McGuire questioned the authenticity of their homemaker personas, suggesting that they exploit viewers with aspirations of perfection, causing feelings of inadequacy and self-doubt.
Despite claiming to prioritize home and family over careers, many self-proclaimed "Tradwives" like Nara Smith and Estee Williams also generate income from their popular cooking and baking videos on platforms like TikTok, keeping their work a secret. In light of the financial considerations, financial expert Anne Connelly advises women to have open conversations with their partners about financial contingencies, emphasizing the importance of understanding the financial implications of this lifestyle.
Although some Tradwives can afford this luxurious lifestyle due to their husbands' high income, implementing the conventional housewife model from the 1950s is not practical for most families today. The financial aspect of this lifestyle, often overlooked in social media posts, is crucial for women to consider before making such decisions.
