Among other actors, the media in Mexico widely contribute to perpetuating gender stereotypes, inequalities, and the ‘"traditional” role of w'omen (Aguilar, 2012). Young Mexicans are more gender progressive than their older counterparts across many measures, but especially so in acceptance of women’s equal role in the labour market and access to education. When similar survey questions are asked in consecutive waves (e.g., the question on priorities regarding boys' versus girls' higher education, and on child well-being when mothers work), there is also evidence that attitudes are evolving with time across age cohorts.