A new study has found that men may be just as likely, or in some cases more likely, than women to enter partnerships for financial gain.
The study now challenges long-standing stereotypes about who pursues wealth in relationships.
Published in the Journal of Economic Behaviour & Organisation, the research by the Behavioural and Social Sciences Institute, led by psychologist Lennart Freyth, found that men are not only engaging in such relationships but, in some groups, are more likely to do so than women.
The study surveyed 351 participants, examining how personality traits intersect with relationship motivations. Researchers described the findings as a “reality check” for modern dating.
While gold-digging is often framed as a female-driven pursuit of wealthy partners, the data showed that non-heterosexual, left-leaning men recorded the highest scores for financially motivated relationship behaviour.
“Gold digging, often stereotyped as female behaviour, is in fact not limited to women,” the authors noted.
The research also links financial opportunism to the “Dark Tetrad” personality traits, namely narcissism, Machiavellianism, psychopathy and sadism.
Across genders, individuals driven by money were more likely to exhibit manipulative tendencies, using charm and physical appearance to attract wealthier partners.
Freyth cautioned that a growing trend involves what he termed the “sensitive” gold digger, where some men enhance their appeal by presenting themselves as empathetic and emotionally intelligent. This, he said, can mask underlying financial motives.
The study further found that while psychopathy and narcissism were common among both male and female participants, sadism was more strongly associated with female respondents in the sample.
Experts say the findings point to shifting social dynamics in dating. As traditional gender roles evolve and economic parity improves, financial motivations in relationships are no longer confined to one gender.
Freyth warned that outward personality traits may not always reflect genuine intentions.
“Keep in mind that even a guy who appears thoughtful and compassionate might have interests beyond your character,” he said.
Ultimately, the researchers concluded that modern dating is increasingly shaped by economic incentives, urging individuals to be cautious of hidden motivations.
Musical history has long used the “gold digger” as a central protagonist, evolving from early blues and jazz warnings which painted the desire for wealth as a soul-corrupting force.
By the 2000s, the narrative reached its peak in hip-hop with Kanye West’s “Gold Digger” and Gwen Stefani’s “Rich Girl,” tracks that cemented the term as a modern anthem for navigating the intersection of fame, fortune, and romantic skepticism.