We theorize party attention to gender issues within the responsibility-versus-responsiveness framework, deriving and testing novel hypotheses in six Western Balkan countries (2012–2021) that aspire to European Union (EU) membership. We analyse gender-related responsibility in European Commission (EC) recommendations and examine party discourse to assess whether, how and to what extent parties and the EC align under conditions of supportive/opposing public opinion (responsiveness). Generally, attention to gender issues is low, especially on controversial topics like LGBTIQ+ rights (‘thick’ gender equality), compared to broadly accepted women’s rights (‘thin’ gender equality). Governing status influences attention to ‘thin’ gender issues, while ‘thick’ issues are highlighted mainly by green/alternative/libertarian (GAL) opposition parties. Our study advances knowledge of how public opinion, governing/opposition status and party ideology shape party attention to gender issues in aspiring EU members.