Social media can turn household chores into profit—but are gender stereotypes making a comeback?

A study reveals a surprising transformation: as social media turns everyday household chores into profitable ventures, it may also be bringing back outdated gender stereotypes. Published in the Journal of Marketing Management, the research explores how digital trends—like the TikTok-fueled #tradwife movement, which has garnered over 300 million views—are creating both new revenue streams and a resurgence of nostalgia for traditional domestic roles.