Rethinking the economics of gender. In the 1970s, as women started to enter the labor force in unprecedented numbers, economists began to examine their roles as economic actors. The result was the rise of gender economics, now a major subfield with powerful data and new methods comparing the economic lives of men and women. Yet despite decades of progress, many of the most consequential questions about gender inequality remain unresolved. In this bold and reflective book, renowned economist and demographer Shelly Lundberg argues that the problem is not a lack of evidence but a failure to challenge entrenched economic models and outmoded assumptions about markets and gender that have limited what the field can explain. Why does occupational segregation persist? Why do "women’s jobs" pay less? Why are men falling behind in education? And why do policies like paternity leave fail to change behavior? Drawing on more than five decades in the field and integrating insights from other social sciences, Lundberg explains signs of recent progress and charts a path toward a more realistic, socially grounded economics capable of meeting the challenges of gender inequality today.