I find it quite disturbing that plenty of people who believe in women's equality but dislike an active movement to achieve it.
My best guess would be that more people say that they support women's equality out of political correctness or without thinking about what it implies than actually believe women and men should be equals. Likewise with racism, well over 90% of Americans express support for racial equality but that is certainly not anywhere near the rate at which people support active measures to achieve that equality. Incidentally, I agree completely that traditional gender roles are anti-feminist. I would also describe them as anti-LGBT rights and threatening to individual freedom.