What Women Choose When They Can’t Have Everything

The gist

1. When resources are tight, men tend to invest in their looks while women invest in signaling status, revealing what each sees as most competitive.
2. Male grooming, gym culture, and skincare have grown sharply as women's financial independence lowers the premium they place on a man's earnings.
3. Time fathers spend on parenting has tripled since the 1970s, especially among college-educated men, because financially independent women now prioritize a reliable co-parent.
4. Women's luxury goods spending may work mainly as a signal to other women that a partner is committed, rather than as a way to attract men.