Women uncover and laugh at their struggles to a supportive online community
Implications - As Generation Z takes over social media, the age of the calculated personal brand is replaced by full transparency. This resonates specifically with women on social media, who happen to make up the vast majority of the online community. With this in mind, women online are bonding over -- and poking fun at -- the struggles of being female as a means of taking the pressure off of daily life.
Workshop Question - How can your brand use humor to appeal to female consumers? Think about the female Gen Z demographic, but also consider alternative approaches for Millennials, Gen X, etc.
Trend Themes
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Authenticity on Social Media — As Generation Z takes over social media, the age of the calculated personal brand is replaced by full transparency.
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Humor as Coping Mechanism — Women online are bonding over -- and poking fun at -- the struggles of being female as a means of taking the pressure off of daily life.
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Femvertising Backlash — The rise of femvertising has sometimes led to brands using women's insecurities to boost confidence in an inauthentic way.
Industry Implications
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Social Media — Companies that encourage their target customer base to be more transparent and promote authenticity have an opportunity to attract Generation Z users.
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Humorous Content — Businesses that create humorous and relatable content can target consumers seeking an escape from daily pressures and anxieties.
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Feminism — Brands that authentically support feminist causes and promote gender equality have an opportunity to distinguish themselves from those that engage in inauthentic femvertising.
4 Featured, 36 Examples:
74,957 Total Clicks
Date Range:
Nov 15 — Aug 16
Trending:
Average
Consumer Insight Topics:
