The classical multiplicative (Hirzebruch) genera of manifolds have the wonderful property which is called rigidity. Rigidity of a genus h means that if a compact connected Lie group G acts on a manifold X, then the equivariant genus h G (X) is independent on G, i.e. h G (X) = h(X).In this paper we are considering the rigidity problem for stably complex manifolds. In particular, we are proving that a genus is rigid if and only if it is a generalized Todd genus.2000 MSC: 55N22, 57R77.