The Homesteading Boom: More Than Just a Social Media Trend

The homesteading movement has been gaining traction online, driven by influencers like Gubba who peddle a lifestyle that’s equal parts traditional and aspirational. But beneath the surface, the lines between homesteading and traditional wife culture are increasingly blurred.

Influencers like Gubba have built their businesses on the assumption that viewers will buy into a particular vision of domesticity. While some creators see themselves as part of a larger movement towards self-reliance, others are selling homesteading guides, courses, and products to audiences who may or may not be interested in actual self-sufficiency.

The blurring of boundaries has serious implications for how we understand the relationship between consumerism and traditional values. When influencers like Gubba sell homesteading products to audiences who may not be genuinely interested in self-sufficiency, it raises questions about what’s driving this trend.

For some critics, the answer is straightforward: tradwife culture has become a fantasyland where viewers can escape the drudgery of modern life – but also pay for the privilege. Sara Reinis, a doctoral student at the University of Pennsylvania, notes that “The tradwife fantasy is also about the fantasy of being an influencer who can make money at home.”

However, when we take a step back and look at the broader context, it becomes clear that the homesteading boom may be more than just a social media fad – or even a cash cow for creators. According to Tractor Supply, one of the largest rural-lifestyle retailers in the United States, interest in categories associated with homesteading has continued to grow long after the pandemic-era boom.

This growth is driven by millennials and Gen Z consumers who are increasingly seeking out tangible, hands-on experiences – and willing to pay for them. As Tractor Supply’s senior VP and chief marketing officer Kimberley Gardiner notes, “We’re seeing a fascinating demographic shift… customers shopping those categories tend to skew younger than our average shopper.”

This raises an important question: what does it mean when young people are flocking to homesteading as a lifestyle choice? Is it just about escaping the digital grind – or is there something deeper at play here?

For some, the answer may be that homesteading represents a desire for connection with nature and community; for others, it’s simply another way to signal status and exclusivity. As we watch this trend unfold, it’s worth remembering that the homesteading movement has its roots in a much older tradition of self-sufficiency – one that was not necessarily associated with consumerism or social media.

When we reduce this complex movement to a few key hashtags and product lines, we risk losing sight of what’s really at stake here: the possibility of creating a more sustainable, equitable future. So let’s take a closer look at what’s driving the homesteading boom – and what it means for all of us as consumers, influencers, and citizens.

The dark side of the homesteading dream is that it has become a vehicle for traditional wife culture – but also a thinly veiled attempt to sell products and courses to audiences who may or may not be interested in actual self-sufficiency. Enitza Templeton, a former tradwife turned critic of the movement, notes: “You can’t be a tradwife on your own, but you can be a homesteader on your own.”

This raises important questions about power dynamics and consumerism – particularly when it comes to women who are being sold a vision of domesticity that may or may not align with their own values or experiences. When influencers like Gubba peddle a lifestyle that’s heavily mediated by social media, we have to ask: what are the real costs here?

The business of homesteading is driven by categories associated with self-sufficiency – including canning, gardening, and backyard poultry. According to Tractor Supply, these categories have continued to deliver steady growth even after the pandemic-era boom.

Millennials and Gen Z consumers are driving this growth, seeking out tangible, hands-on experiences – and willing to pay for them. This raises an important question: what does it mean when young people are flocking to homesteading as a lifestyle choice?

As we watch this trend unfold, it’s worth remembering that the homesteading movement has its roots in a much older tradition of self-sufficiency – one that was not necessarily associated with consumerism or social media. When we reduce this complex movement to a few key hashtags and product lines, we risk losing sight of what’s really at stake here: the possibility of creating a more sustainable, equitable future.

So let’s take a closer look at what’s driving the homesteading boom – and what it means for all of us as consumers, influencers, and citizens. Because when it comes down to it, this trend is not just about food storage or gardening; it’s about our values, our relationships with nature, and our very understanding of what it means to live a good life.