Social media ‘soft girls’ depend on men for money – but Sweden once used state ‘influencers’ to urge women to get jobs
The idea of becoming a “soft girl” – a woman who embrace values that are seen as soft, such as beauty and family life, at the expense of a career – is an emerging trend among some social media influencers. Soft girls often opt to be financially supported by a boyfriend or husband. In this way, the soft girl can be seen as similar to an aspiring housewife or “trad wife”, another popular role on social media. Even in Sweden, a country famous for its gender equality policies and repeatedly ranked as number one among countries in the Gender Equality Index, soft girls are reportedly on the rise. This has lead to a heated debate in the country over the past year. Soft girl was even recognised as a “new word” by a Swedish government authority, the Institute for Language and Folklore, in December 2024. The influence of this social media trend stands in stark contrast to the movement that stopped housewife from being a common role for women in Sweden by the 1980s, after …