TikTok's "trad wives" are using the social platform to promote a return to traditional values, or one where "a woman who chooses to live a more traditional life with ultra-traditional gender roles." But critics of trad wife discourse say it promotes a "nostalgia and glamorization for what they say is the past but is an American that has never existed."
"When we first announced our positioning, we got a significant amount of mail from people who said, 'This is terrible. You're scorching the earth. You're spoiling our brand. We love the way it was before, why are you changing it?'" CEO Martin Waters said during an investor call. On further analysis, however, the company found that most of this feedback wasn't coming from its most loyal customers or rewards club members - it was coming from men.