It's a tiny niche organic thing from social media, but drew significant backlash and opposition from mainstream media because it was so opposite to the views of the writers and editors of those publications on multiple axes (urban vs rural, career focus vs family focus, independence vs partnership/community, etc). I've seen anti-tradwife content at a 100-to-1 ratio of any actual tradwife content.

It took common leftwing, anti-capitalist ideas like "working a BS job to create shareholder value while barely affording rent sucks, spend your time doing meaningful things instead" but because those meaningful things were raising kids and gardening instead of yoga, matcha brunches and ayuhuasca retreats it got conservative-coded instead of liberal-coded along culture lines.

It's a modern echo of "Tune in, turn on and drop out", but for a new generation of women raised in a post-feminist world, rejecting the default path society expects of them and who are reclaiming aspects of femininity which have been stigmatized, but because it has a veneer of similarity to pre-feminist norms it's seen as regressive rather than progressive.

If I was younger, I'd be doing a sociology thesis on it. So many fascinating bits of nuance and interaction between different groups.