Role of desired attitudes in shaping sustainable gender role preferences: A case study of the middle class in Lahore, Pakistan

As gender equality is the basis for realizing social–environmental–economic sustainability, inequality in gender can significantly hamper economic productivity and negatively affect individuals’ lives. This study examines the desired attitudes towards gender norms that can be used to improve gender inequality in a developing country for sustainable development. A survey was conducted with 230 adults from middle-income households in Lahore, Pakistan. A paired sample t-test was used to determine the difference between the desired role allocation for men and women and gender stereotypes. The results revealed that participants believed in the traditional private/public division of gender roles. However, the inclination towards gender equality in daily activities in the public domain, such as shopping and meeting friends and certain professions (e.g., white-collar jobs), encourages empowerment-based intervention. To enhance gender equality in Pakistan and similar societies, people must know they are not alone in thinking and prioritizing gender equality in everyday roles and professions. Acknowledging that ‘others’ in society are also willing to forego traditional patriarchal trends may promote action toward the desired perception.