Over recent years, the role of men as women’s allies in the struggle for gender equality has become increasingly important. Previous research has shown that often men do not fight gender inequalities as they fail to recognize the severity of discrimination against women (e.g., in hiring). In this study (N = 427), we examined whether men who experienced relative deprivation on behalf of women—a form of relative deprivation that stems from the awareness that women hold a less privileged position in society—were more motivated to engage in collective action to support gender equality in the workplace. The findings showed that men’s feelings of deprivation on behalf of women were associated with a greater willingness to engage in collective action for gender equality. This relationship was sequentially mediated by two emotional reactions related to deprivation—increased guilt about gender inequalities and decreased fear of a potential backlash—and the moral conviction of acting for gender equality. These results suggest that men’s awareness of gender inequality at work is an important antecedent to their acting in solidarity with women and that emotions and moral conviction are two psychological processes that turn cognition into behavior. Action to reduce gender inequalities should make men more sensitive to seeing that they hold a privileged position in society and to recognizing the pervasive and harmful nature of women’s deprivation.

Campaigns supporting victims of gender harassment and abuse, such as #MeToo, have made and still make significant contributions to achieving the fifth UN Sustainable Development Goal aimed at eliminating “all forms of violence against all women”. In two correlational studies, we examined possible antecedents of people’s willingness to participate in the #MeToo campaign by focusing on the role of ambivalent beliefs toward women and men and the perceived effects of the movement. Men (Study 1) and women (Study 2) were asked to answer questions concerning hostile and benevolent beliefs about women and men, respectively, their perception of the beneficial and detrimental effects of #MeToo, and their intentions to participate in the campaign. Study 1 showed that men’s hostile sexism toward women was associated with fewer intentions to actively support the #MeToo campaign and that the reduced beliefs that the movement had beneficial effects mediated this relation. Study 2 revealed that women’s stronger benevolent beliefs about men were associated with decreased perception that the #MeToo campaign had a beneficial impact. In turn, such a perception was related to lower intentions to participate in supporting the campaign. Moreover, women’s hostility toward men explained the intention to join the #MeToo movement through the mediation of the perception that the campaign was beneficial. The findings suggest that to foster participation in a feminist movement that promotes women’s rights, it is necessary to eradicate traditional gender roles and the related ideologies that legitimate men’s dominant position in society.