Something has gone profoundly wrong between men and women. A deep ideological divide has emerged, polarising young men and women, setting them on separate paths and creating distinct cultural camps within a single generation. We’ve dubbed this phenomenon ‘The Rift'.

Back in 2023, Starling launched a pro bono project to explore its causes, collaborating with partners from around the world. What we discovered painted a complex, troubling picture, one that requires urgent attention.

As the parents of teens and the co-founders of Starling, a cultural insight studio founded on a male/female partnership, this issue spoke to us personally. Our creative approach thrives on dual perspectives; we’ve seen firsthand the value of working together. Yet, in our research, we found mounting evidence of a gender power struggle rather than a coalition.

We put a callout on LinkedIn and the response was overwhelming – researchers from Delft to Jakarta – some of whom we’d never met before, came together to share their thoughts and contribute to the project. What stood out was the generosity of time and brain power they offered, all motivated by the urgency of the issue at hand.

Working with research agency Tapestry, we then explored the issue quantitatively within the UK. As our journey unfolded, we found ourselves confronting uncomfortable truths – truths that led us into some dark places, but which also illuminated potential paths forward. Amidst the bleakness, there were flashes of hope, shared vulnerabilities, and a longing for mutual understanding – untold stories that we believe can serve as the foundation for healing the rift.

The cultural engines of the rift

Evidence from around the world shows that young men and women are increasingly diverging in their voting patterns and political views. However, the rift runs deeper – it is a profound cultural separation, one that reshapes how men and women perceive the world, interact, and understand each other. To fully grasp the impact of this divide, we must consider the historical context and the role played by systemic actors that perpetuate and profit from the divide.

Our research identified three main “cultural engines” that are driving this wedge, particularly among the Gen Z (data here is based on the UK).

1. Divergent paths for young men and women

While much of the media has focused on a political divide, what we found was even more striking. Young women are not only embracing liberal values, but they are also becoming more radical and expansive in their goals and ambitions than their male counterparts. Women under 24 are 50% more likely to describe themselves as ‘independent’ compared to young men. They are more likely to dream about relocating to another country or pursuing higher education.

In stark contrast, young men display a more conservative social outlook, with 57% expressing a desire for a return to traditional gender roles. This marks a significant shift in the UK’s social landscape, one that has reversed decades of progress. What was once a steady move toward a “gender role revolution” is now stalling, and in some cases, unravelling.

2. Segregation of spaces

Another critical feature of the rift is the increasing segregation between young men and women. Our research found that they are not only living in separate physical spaces, but they are also inhabiting different online worlds. The rise of algorithmic echo chambers on digital platforms has exacerbated this divide, with men and women being sorted into increasingly separate, antagonistic digital spaces. In fact, 80% of young women and over 70% of young men reported following more people of their own gender on social media.

This digital segregation breeds misunderstanding and resentment. Algorithms, designed to maximise engagement, often serve up extreme or sensational content, fuelling gender wars instead of fostering healthy debates. These echo chambers become breeding grounds for paranoia, which feeds into the conspiracy theories that pervade the gender discourse. Figures like Andrew Tate have capitalised on this, monetising male uncertainty and turning it into a toxic, often misogynistic narrative that exacerbates the rift.

Beyond the digital realm, young people are socialising less, coupling less, and inhabiting fewer shared spaces. This “relationship recession,” as noted by the Financial Times, is impacting birth rates. The lack of regular, meaningful contact only widens the rift, reinforcing the cultural separation.

3. A zero-sum mentality

Economic stagnation plays a pivotal role in amplifying the rift. In societies where resources are perceived as scarce, people are more likely to view the success of others as their own loss – what economists call a “zero-sum mentality.” This mentality has become more pronounced among young people in the UK, who have grown up in a period of austerity and face uncertain economic prospects.

Our research found that 38% of young men under 24 believe that if women succeed, men will be worse off. This view was more than double that of men over 55. Similarly, 40% of young women believe that men’s success negatively impacts women’s chances. These perceptions are shaped by ‘cultural entrepreneurs', as social scientist Alice Evans calls them, those who profit from polarisation, making it harder to find common ground.

Glimmers of hope

Despite the overwhelming challenges, our research revealed an underlying desire for mutual understanding. Almost 70% of both young men and women expressed a wish to understand more about what it means to be a man/woman in today’s world. This represents a clear desire for empathy, one that is often obscured by the darker narratives that dominate the public discourse. This galvanised us to see areas for opportunity and innovation which can potential heal the rift. 

What’s next?

David Graeber, the late anthropologist, once said: "The ultimate, hidden truth of the world, is that it is something that we make, and could just as easily make differently." This is our challenge – and our opportunity.

As part of our ongoing research, we will launch our findings on 13th February, hosted by creative agency, Pablo. We’ll invite people inside and outside the marketing world to engage in a conversation about the rift and explore more collaborative, empathetic narratives for a shared future.