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Trends and Insights

7 Jan 2024

'Stay-at-Home Girlfriends' Is Trending Among Gen Z

The Wall Street Journal highlights a trend among Gen Z, extremely popular on TikTok: "[stay-at-home girlfriends](" (SAHGs), young women choosing to support their boyfriends through housework and self-care with an idealized vision of marriage. This shift reflects a move away from the "[girlboss](" culture of the mid-2000s towards a desire for a "softer life." However, these arrangements echo the concept of a "kept woman" from previous generations. Critics argue SAHGs may face a precarious future without marketable skills or savings. The perceived benefits are reduced stress and self-improvement.

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