Characterizations of coy females and ardent males are rooted in models of sexual selection that are increasingly outdated. Evolutionary feedbacks can strongly influence the sex roles and subsequent patterns of sex differentiated investment in mating effort, with a key component being the adult sex ratio (ASR). Using data from eight Makushi communities of southern Guyana, characterized by varying ASRs contingent on migration, we show that even within a single ethnic group, male mating effort varies in predictable ways with the ASR. At male-biased sex ratios, men's and women's investment in mating effort are indistinguishable; only when men are in the minority are they more inclined towards short-term, low investment relationships than women. Our results support the behavioural ecological tenet that reproductive strategies are predictable and contingent on varying situational factors.

Human marriage systems, characterized by long-term partnerships and extended windows of parental care, differ from the mating systems of pulsed or seasonally breeding non-human animals in which Bateman's principles were originally tested. These features, paradigmatic of but not unique to humans, complicate the accurate measurement of mating success in evaluating Bateman's three principles. Here, we unpack the concept of mating success into distinct components: number of partners, number of years partnered, the timing of partnerships, and the quality of partners. Drawing on longitudinal records of marriage and reproduction collected in a natural-fertility East African population over a 20-year period, we test and compare various models of the relationship between mating success and reproductive success (RS), and show that an accurate assessment of male and female reproductive behaviour requires consideration of all major components of mating success. Furthermore, we demonstrate that while Bateman's third principle holds when mating success is defined in terms of years married, women's fitness increases whereas men's fitness decreases from an increase in the number of marriage partners, holding constant the total effective duration of marriages. We discuss these findings in terms of the distinct, sex-specific pathways through which RS can be optimized, and comment on the contribution of this approach to the broader study of sexual selection.

The idea that trade-offs between offspring quantity and quality shape reproductive behaviour has long been central to economic perspectives on fertility. It also has a parallel and richer theoretical foundation in evolutionary ecology. We review the application of the quantity-quality trade-off concept to human reproduction, emphasizing distinctions between clutch size and lifetime fertility, and the wider set of forces contributing to fertility variation in iteroparous and sexually reproducing species like our own. We then argue that in settings approximating human evolutionary history, several factors limit costly sibling competition. Consequently, while the optimization of quantity-quality trade-offs undoubtedly shaped the evolution of human physiology setting the upper limits of reproduction, we argue it plays a modest role in accounting for socio-ecological and individual variation in fertility. Only upon entering the demographic transition can fertility limitation be clearly interpreted as strategically orientated to advancing offspring quality via increased parental investment per child, with low fertility increasing descendant socio-economic success, although not reproductive success. We conclude that existing economic and evolutionary literature has often overemphasized the centrality of quantity-quality trade-offs to human fertility variation and advocate for the development of more holistic frameworks encompassing alternative life-history trade-offs and the evolved mechanisms guiding their resolution.

Phylogenetic analyses increasingly take centre-stage in our understanding of the processes shaping patterns of cultural diversity and cultural evolution over time. Just as biologists explain the origins and maintenance of trait differences among organisms using phylogenetic methods, so anthropologists studying cultural macroevolutionary processes use phylogenetic methods to uncover the history of human populations and the dynamics of culturally transmitted traits. In this paper, we revisit concerns with the validity of these methods. Specifically, we use simulations to reveal how properties of the sample (size, missing data), properties of the tree (shape) and properties of the traits (rate of change, number of variants, transmission mode) might influence the inferences that can be drawn about trait distributions across a given phylogeny and the power to discern alternative histories. Our approach shows that in two example datasets specific combinations of properties of the sample, of the tree and of the trait can lead to potentially high rates of Type I and Type II errors. We offer this simulation tool to help assess the potential impact of this list of persistent perils in future cultural macroevolutionary work. This article is part of the theme issue 'Foundations of cultural evolution'.