Naturalizing gender equality? Resistance strategies among male executives in award-winning organizations

Purpose This paper examines how C-level executives in award-winning organizations articulate subtle forms of resistance to gender equality initiatives. In doing so, we introduce the concept of the naturalization of gender equality, defined as a discursive strategy through which male leaders portray equality as already achieved, thereby reducing the perceived need for further change and turning presumed progress into a barrier to structural change. Design/methodology/approach The study draws on reflexive thematic analysis of 24 in-depth interviews with white male C-level executives from 20 Brazilian organizations recognized for their formal commitment to gender equality. Findings The analysis reveals three interconnected discursive tactics: (1) essentialist gender role stereotyping, (2) portraying meritocracy as gender-neutral and (3) using humor to trivialize gender efforts. These strategies frame gender equality as natural, rendering formal policies unnecessary. This naturalization acts as symbolic and affirmative resistance, upholding hegemonic norms without direct opposition. Research limitations/implications The focus on white male leaders in Brazil, a context characterized by patriarchal and hierarchical structures, may limit generalizability. Future research should explore whether the naturalization discourse manifests differently across identities, cultures and organizational settings. Practical implications Organizations should identify and challenge discursive forms of resistance through clear accountability structures, equity-driven leadership development and context-sensitive interventions that move beyond rhetorical commitments to gender equality. Originality/value By articulating a novel concept that captures how symbolic commitment to equality may coexist with discursive inaction, we provide theoretical and practical insights from a Global South perspective, emphasizing how cultural and institutional norms shape contemporary resistance to gender equality change.