The trad fad: why is there a rise in traditional values in relationships?

Recently, there has been a growing desire among young people to obtain a relationship that contains ‘traditional’ values and roles. What people define as traditional is ambiguous, but many see it as containing a masculine and a feminine figure within a relationship that is built upon both romantic actions and meaningful gestures, in a nostalgic attempt to mirror the glorified aesthetics of vintage years. However, it is incomplete when discussing this topic to ignore the less glamourous aspects of the historical period in which these traditional relationships were commonplace. Nonetheless, younger generations harken back to a romanticized ideal of how things once were in a search of genuine connection and meaning in a world of commodification.

The meteoric rise of influencers who promote these traditional feminine values in relationships on social media has been startling. Figures such as the lifestyle influencer Nara Smith paint an idealised picture of this traditional life, with an emphasis on caring for her husband and children – her most viral videos involve cooking family meals from scratch in a designer dress. Content such as this has become massively popular over the last few years and reflects not only a generational urge to build a genuine relationship based on grounded and simple ideals, but also the yearning for a softer and more caring way of life which many seem to desire in an increasingly disconnected and atomised society. Some see romantic relationships as one of the only aspects which they can control amidst the complexity of modern life, with this desire representing a longing for a more peaceful existence.

Part of the desire for traditional relationship values may be related to the difficulty of modern dating. The proliferation of dating apps and the increase of interactions which are only for sexual gratification has led young people to feel less inclined to develop long term relationships, but for those who do, the romantic connection they form with their partner often mirrors traditional customs. The rise of traditional gender roles has also developed alongside this, which some determine as one of the results of the rise in social conservatism amongst young people over the last decade.

The re-emergence of traditional values in relationships is helping to determine a new and modern understanding of romance. It leaves behind aspects which are considered outdated and less acceptable by the younger generation, such as negative outlooks on gender roles, while still ensuring that both people feel cared for or protected by their significant other. Perhaps a hybrid outlook containing both traditional and contemporary elements is beginning to emerge for younger generations, allowing them to secure the best possible romantic connection with their partner.