Sweden’s ‘Soft Girl’ Trend That Celebrates Women Quitting Work
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Loading... - Lotta Koskinen
- 02 Jan 2025
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Sweden is known for its commitment to gender equality, yet a new social media trend among young women is gaining traction that celebrates quitting work in favor of a more traditional lifestyle. This phenomenon, often referred to as the "soft girl" trend, has sparked discussions about its implications in a country with a long history of policies promoting dual-income households.
Vilma Larsson, a 25-year-old who previously held various jobs, has embraced this lifestyle by becoming a stay-at-home girlfriend. She describes her life as "softer" and free from the stress of traditional employment. With her boyfriend working remotely in finance, Larsson spends her days at the gym, socializing, and cooking, while he provides her with a monthly allowance. She shares her experiences on social media platforms like Instagram and TikTok, where she has garnered a following by using hashtags such as “hemmaflickvän” (stay-at-home girlfriend) and “hemmafru” (housewife).
The soft girl trend has emerged as a microtrend on social media since the late 2010s, but its recent popularity in Sweden has surprised many, especially given the country’s extensive gender equality policies. A survey by Ungdomsbarometern, Sweden’s largest annual survey of young people, highlighted this trend, showing that it has become an aspiration for some young women, with 14% of girls aged 7 to 14 identifying as soft girls.
Johanna Göransson, a researcher for Ungdomsbarometern, explains that the trend represents a departure from the "girl boss" mentality that has dominated discussions about women’s roles in society. This shift reflects a desire to escape the high demands for success that have characterized modern life. While there is no official data on the number of young women quitting work to adopt this lifestyle, the trend has become a significant topic of debate in Sweden, drawing attention from media outlets and political discussions.
The soft girl trend has elicited mixed reactions. Gudrun Schyman, co-founder of Sweden’s feminist party, argues that relying on a partner’s income is a dangerous step backward for gender equality. She believes that young women today lack awareness of the historical struggles for women’s rights, including the right to work and achieve economic independence.
Conversely, Denice Westerberg, a spokesperson for the youth wing of the Sweden Democrats party, supports the trend, stating that individuals should have the freedom to choose their lifestyle. She emphasizes that while opportunities for careers exist, some may prefer a more traditional approach to life.
Sweden is known for its strong work-life balance, with most employees enjoying six weeks of vacation annually and a low percentage working excessive hours. However, rising stress levels among young people have been noted, and the soft girl trend may be a response to these pressures. Göransson suggests that it aligns with global trends like "quiet quitting," where individuals choose to disengage from overextending themselves at work.
The trend also raises questions about the effectiveness of Sweden’s gender equality policies. Despite having one of the highest proportions of working mothers in Europe, women in heterosexual couples still perform a larger share of household duties and childcare. They also take a significant portion of state-funded parental leave and are more likely to experience stress-related sick leave.
Larsson’s choice to become a stay-at-home girlfriend is influenced by observing the struggles of older generations to balance work and family life. She notes that many women feel burned out and stressed, prompting her to seek a different path.
Peter Wickström, head of the Gender Equality Agency, views the soft girl trend as a rational response to the pressures faced by young women today. Meanwhile, economist Shoka Åhrman emphasizes the importance of raising awareness about the potential financial implications of leaving the workforce, including impacts on savings and pensions.
The soft girl trend in Sweden highlights a complex interplay between personal choice and societal expectations. While it offers a glimpse into the desires of some young women to embrace a more traditional lifestyle, it also raises critical questions about the ongoing challenges of gender equality and the pressures of modern life. As discussions continue, it is clear that addressing the underlying issues of mental health and work-life balance remains essential for fostering a more equitable society.
