Anyone browsing social media in recent weeks should have come across such videos.
Morning in Puerto Rico: Kendall Kay, 25, stands in front of the camera in her silk pajamas — in her kitchen — and says, “The first thing I do when I wake up is make a green juice. And an iced coffee for Luke. Then I clean our room and start my twenty minute skin care routine. Later, I’ll be journaling, doing pilates and ironing Luke’s shirts.” Under the hashtag “Stay Home Girlfriend,” Kay gives an in-depth look into her daily life on Tiktok and Instagram.
The mission of the “housewife” is to run the household and take care of the – usually well-paid – friend, while looking especially pretty. Her idol: Bree Van de Kamp from the TV cult series “Desperate Housewives”.
Anyone who has been scrolling through social media lately may have come across this hashtag. The keyword “Girlfriend stay at home” appeared under the Tiktok video more than 134 million times. Women let their partner finance their living and live life like it was 1950, only without children.
Study: Young people are progressive
Part of the internet is envious, part is worried. “The role is not unpleasant,” says psychotherapist Felix Hof. Much has been missed when it comes to equality measures in our society. “Women generally work more paid and unpaid hours per day. So I’m not surprised that some people are attracted to being able to devote themselves to their own preferences all day.”
For Stefanie Hafnerová (30) from the consulting firm Generation Z Neoviso, only a minority uses this trend: “Studies show that today’s young people have a progressive approach to life and are clearly in favor of gender equality.”
However, Gen Z is more confident than anyone before them and publicly celebrates their capabilities. “She doesn’t feel compelled to conform to any particular image of feminism. Anyone who wants a life without a career can still be a strong woman.”
Alternative to “Girlboss” culture?
Right-wing influencers are known to seek followers on social media as well. They combine seemingly non-political posts with right-wing ideas. SonntagsBlick would like to speak with “Girlfriends from Home”, but all inquiries remained unanswered.
Kay told the Russian-language online newspaper The Insider that she sees her lifestyle as an alternative to the so-called “girl boss” culture. “I want to show other women that they don’t have to be everything and everywhere. As long as they decide what they want to do, they have the power.” Thanks to smaller occasional jobs and content creation, multimedia content production, they enjoy a “certain” financial independence.
Many users are now taking the hashtag ironically and flooding Tiktok with parodies. For social media expert Mike Schwede, the hashtag is above all evidence of smart marketing: “Instagram and Tiktok users deliberately focus on controversial topics to gain followers. To get people as angry or excited as possible, grab the keys and comment. The greater the involvement, the greater the reach of the virus.”