Brazil plunged into economic crisis between 2014 and 2018, the year when far-right populist Jair Bolsonaro won the presidential election. This column, part of the Vox debate on populism, argues that Bolsonaro’s surprising victory is partially explained by the way the economic crisis interacted with prevailing gender norms. In regions where men experience larger employment losses, there is an increase in the share of votes for Bolsonaro. In contrast, in regions where women experience larger losses, his vote share is relatively lower. This may be explained by men feeling more compelled to vote for a figure that embodies masculine stereotypes as a way of compensating for a decline in economic and social status.