Navigating non-normative roles: Experiences of female-breadwinning couples in Pakistan

This study aims to explore the experiences of female-breadwinning couples (FBCs) in Pakistan. Using the constructivist grounded theory approach, a sample of twenty participants (10 male and 10 females) was interviewed. The study findings show that FBCs experience social stigmatisation, social isolation and differential treatment. These couples are viewed as abnormal, different and violators of the normative gendered expectations. FBCs not only experience societal backlash, but their relationship dynamics are also negatively affected. To deal with societal responses and relationship problems, these couples adopt various normalisation strategies such as exercising discretion, relocation and performing gender identities. This study contributes to the literature by providing a culturally informed perspective on how deeply embedded gender norms shape interpersonal dynamics, normalisation strategies and overall experiences with non-normative roles. The study also suggests for a more explicit consideration of cultural and normative contexts to enrich the application of social psychological theories.