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Trad trap: Young people rebel against the contemporary world and idealise the past in search of role models with old beliefs.

Trend 09

Trad trap

Trad trap

Young people rebel against the contemporary world and idealise the past in search of role models with old beliefs.

Trend axes

  • Tradlife
  • Dediabolisation
  • Decency culture
  • Reactionary fantasies

Some figures

26%

Proportion of young Spanish men who prefer authoritarianism to the democratic system “in some circumstances”, according to a 40dB. survey for El País and SER.

54%

Percentage of young people in Spain who say they admire content from past eras because everything seemed simpler, according to Spotify’s Culture Next report.

30,000

Number of women who identify with the “trad wives” or “red pill women” trend on Reddit, with more than 84 million views on TikTok.

43%

The fall in the number of housewives in Spain over the last two decades, from 5 million in 2022 to 2.8 million, according to the Labour Force Survey.

Longing for the unlived

The beliefs and practices of other eras are becoming refuges against the bewilderment of the contemporary world, especially among younger people. A segment that, growing up in a context of political and democratic freedoms, feels it has lived through continuous economic crises, job instability, unequal opportunities and a general sense of dissatisfaction with life.

Digital media are new catalysts for a return to practices that play on a longing for the unlived, a fascination with what has been lost that seeks to anchor the present to an ideal of tradition that some see as a return to order and a new direction in areas such as the home, work, politics or religious beliefs.

These feelings of disenchantment and scepticism towards life models that should have provided stability and progress bring back the narrative that “things were better in the old days”.

However, this idealisation of past eras can carry certain risks, such as a distorted reading of a past that limited rights and freedoms in the name of preserving certain values.

Likewise, this new approach can end up encouraging indifference to the challenges of today’s world, such as global inequality or the climate crisis, reinforcing ideologies that promote tradition based on rejecting the diversity represented by other groups and minorities.

Cases

01 / 05

Zorraquino spotlights

  1. 01

    Nostalgia for past eras has become a refuge for many young people who feel dissatisfied with today’s economic and social instability. An escape from a present they see as uncertain.

  2. 02

    The tendency to romanticise the past can lead to distortions that ignore the limitations and lack of rights of those times, and can also trigger conservative attitudes that reject social progress.

  3. 03

    Digital media have intensified this trend by making it easier to access content that promotes practices and beliefs from other eras. This phenomenon connects people who share an idealised vision of the past.

Zorraquino playlist

  • Por Ti ExistoStella Maris · 2023
  • Fachas con HachasBrigada de Piedra · 2024
  • El Novio de la MuerteFuerza Nueva, Los Plantas, El Niño de Elche · 2019

More on the trend

References

Pages 255–280 of the report

Connected solidarity: Global collaboration and digital interconnection between communities are stronger than ever.

Next trend · 10

Connected solidarity