There's a consistent pattern; after every era of increased women's rights, we see a period of anti-feminist backlash - which we're in the midst of.
Now that women are highly educated, a college education is no longer the guarantee of financial stability that it once was. When women enter lucrative/prestigious fields in large numbers, pay drops and the work is belittled.
They want us to convince us that relying on men financially is empowering (sugaring, prostitution, only fans, marry rich, etc.). They want us to believe that being hyperfeminine and sexually available to men is empowering.
They're rolling back the victories of 2nd wave feminists. For decades, the Right has chipped away at abortion rights across the country (Roe v. Wade is set to be overturned completely - and they've already begun talking about making various forms of birth control illegal). The Left has made it illegal to keep males out of women's shelters, bathrooms, prisons, sports, etc., which feminists had to fight tooth and nail to establish/improve. Now women have no guarantee that they won't be forced to share vulnerable spaces with men. The left has made it taboo to talk about women's rights at all without making a thousand genuflections and concessions. Women have lost friends, family, and careers for talking frankly about feminism.
Gen Z and younger millennials have grown up entrenched in all of this, in internet porn and social media culture, where our entire selves are condensed into consumable snippets. They've grown up in a post Kardashian world where plastic surgery and pornography are hyper normalized - where the most visible, financially successful women in American culture are the ones who have had numerous procedures and put their naked or nearly naked bodies out there on the regular.
The misogyny of gen Z is not accidental.