Playful Empowerment

Younger consumers seek lighthearted forms of feminism

Implications - As a backlash to the calculated, sentimental approach to feminism executed by many brands, younger consumers are seeking (and creating) more lighthearted approaches to girl power. This speaks to the Gen Z idea of natural diversity as opposed to forced mindfulness, pointing to the general preferences of a youth group raised on more empathetic values.
SCORE: 5.8
This Quarter and Mild Top 6 Examples: 3,482 Total Clicks Apr 15 - Jul 16
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Activity
Freshness
DEMOGRAPHICS
Realistic Morning Routine Ads - This Organic Valley Ad Shows What Women's Mornings are Really Like
SCORE: 8
This Quarter and Warm 259 Clicks Pub: Jul 25, 16
Realistic Morning Routine Ads
This Organic Valley Ad Shows What Women's Mornings are Really Like
A recent Organic Valley ad for the company’s new Organic Balance breakfast shake reveals what a typical morning is like for most professional women. Poking fun at the way most breakfast food... [More]
Feminist Ice Creams - Amanda McCall Creates Unique Ben & Jerry's Flavor Centering on Inspiring Women
SCORE: 5.4
Warm 2,681 Clicks Pub: Apr 4, 15
Feminist Ice Creams
Amanda McCall Creates Unique Ben & Jerry's Flavor Centering on Inspiring Women
Although it might seem as though Ben & Jerry’s has created a line of feminist ice creams, it’s actually a creative and clever concept by writer Amanda McCall. She imagines what... [More]
All-Female DJ Workshops - This Immersive Workshop Was Created to Empower Musically Inclined Women
SCORE: 5.6
This Quarter and Mild 225 Clicks Pub: Jul 21, 16
All-Female DJ Workshops
This Immersive Workshop Was Created to Empower Musically Inclined Women
Chippy Nonstop, a DJ, rapper and singer from California, hosted an all-female DJ workshop at Toronto’s Studio Bar as a means of encouraging women to get more involved in an industry that they&#... [More]
Activist Music Videos - Project Everyone Remade a Spice Girls Music Video for Women's Rights
SCORE: 5.2
This Quarter and Untested 79 Clicks Pub: Jul 6, 16
Activist Music Videos
Project Everyone Remade a Spice Girls Music Video for Women's Rights
It’s no wonder that Project Everyone used Spice Girls’ ‘Wannabe’ music video as a means to deliver a strong message about women’s rights and equality. Spice Girls was a... [More]
Girls-Only Gamer Parties - Microsoft Japan Threw an Xbox Party Exclusively for Girl Gamers
SCORE: 4.6
This Year and Untested 197 Clicks Pub: Jun 30, 16
Girls-Only Gamer Parties
Microsoft Japan Threw an Xbox Party Exclusively for Girl Gamers
The Xbox is often thought of as a console that’s geared towards a male audience, but Microsoft Japan set out to smash these perceptions by hosting an event just for girl gamers. The... [More]
Female Action Hero Ads - This Ad Features GoldieBlox Female Dolls as Iconic Male Protagonists
SCORE: 3.1
This Year and Untested 41 Clicks Pub: Nov 12, 15
Female Action Hero Ads
This Ad Features GoldieBlox Female Dolls as Iconic Male Protagonists
This ad from GoldieBlox uses female action hero dolls to address gender equality issues within Hollywood. The ad shows iconic male roles being portrayed by female dolls. The commercial begins with... [More]