Equal pay generation divide: a third of young Brits say paying men more is reasonable, new data shows
Fair Pay UK is sparking a national conversation on International Equal Pay Day, shining a spotlight on how people view pay equality — and the generational divide in attitudes towards it.
We commissioned research to better understand public perceptions and knowledge around equal pay and workplace equality. Our equal pay claims on behalf of hourly-paid shopfloor workers against Morrisons, Asda and Sainsbury’s show why that matters: decades after equal pay protections came into force, significant questions remain about whether work traditionally done by women is being valued and paid fairly.
say it is “reasonable” to pay a man more than a woman for the same or a similar role.
say the same — the widest gap of any age group.
say the same, less than half the rate among under-35s.
A third of under-35s say it is reasonable to pay a man more than a woman for the same or a similar role, according to new research exposing how the nation and the generations are split on key questions around gender equality.
The survey of 2,000 Brits carried out by Fair Pay UK has reignited debate on the inequalities women face in the workplace, particularly around pay, promotion and representation in senior roles.
According to the survey data, one in five (19.5%) said it is “reasonable” to pay a man more than a woman for the same or a similar role — but this grows among under-35s, with a third agreeing (34%).
The polling, carried out in the run-up to Equal Pay Day, highlights why some believe differences in pay can be justified, even for work judged to be of equal value and importance.
Almost a fifth (18%) cite a man working more unsociable hours, while the same proportion point to a man’s role involving more physical work as justification for being paid more. Nearly one in six think it is fair for women to face a pay penalty if “she works part-time”.
More than 50 years after landmark equal pay protection came into law, the results expose a stark divide in attitudes around equality in the workplace, raising fresh questions about how far Britain has really come in tackling sexism at work.
Campaigners at Fair Pay UK, which represents thousands of hourly-paid supermarket shop floor workers in equal pay claims against Asda, Sainsbury’s and Morrisons, said the data shows the fight for pay equality is far from over, and that prejudice may be far more widespread than people think.
These findings are a stark warning that progress on equal pay cannot be taken for granted. Decades after equal pay protections came into force, it is deeply troubling that younger people are more likely to accept women being paid less than men for work of equal value.
I am shocked that in 2026, one in five people think a man should be paid more than a woman for doing the same job, or a job of equal value, and we want to be at the forefront of changing those attitudes.
The supermarket equal pay claims show why this fight still matters. Some of the UK’s biggest employers are accused of underpaying shop floor workers, in roles traditionally done by women, compared with warehouse workers doing work of equal value.
Equal pay is a legal right, not a privilege. We are encouraged by so many supermarket workers joining our legal action — this makes a difference and forces employers to take note.
Where employers break the law, they must be held to account. Rights on paper mean little unless people can enforce them.
Nate Barber
Lead lawyer at Fair Pay UK and a partner at Harcus Parker
If you work, or have worked, on the shop floor at Asda, Morrisons or Sainsbury’s, you may be able to join the claim. Checking takes a couple of minutes and costs nothing.
Check if you can claim →The research was conducted by Opinion Matters among a sample of 2,000 nationally representative UK respondents (aged 18+). The data was collected between 08.09.2026 and 10.09.2026. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Opinion Matters is also a member of the British Polling Council.
