When men stop seeking beauty and women care less about wealth

To figure out if that’s true, the researchers ranked nations according to a new measure of gender equity introduced by the World Economic Forum in 2006. Within various societies, they looked for relationships between the gender gap and how much of a difference there was between male and female mate preferences. And indeed, the researchers found, the greater the equality of power between the genders, the more similar were the traits that both men and women sought in potential mates. In Finland, the country with the greatest gender parity among the 10 countries included in the more current of the two surveys, there was a far smaller difference between male and female preferences than in Turkey, which had the biggest gender gap.

That means, basically, that the more equal men and women became, the less emphasis men placed on youth and beauty, and the less emphasis women put on wealth and power. These findings were borne out by the 37-culture survey as well; although it showed a definite gender difference in mate-seeking preferences, it also showed that these gender-based differences narrowed in countries with more equality. Further, it found that the top few most desired traits were shared by both men and women: most people first look for intelligence, kindness and sense of humor, even before men mention beauty or women mention wealth and status.

Other supposedly biologically based gender-based differences — such as gaps in math performance between men and women — have also been found to recede in gender-equal societies, suggesting that the role of culture in these variations has been underestimated.