# Humorized Grievance Women uncover and laugh at their struggles to a supportive online community. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Aug 5, 2016 | Category: [Social Media](https://www.trendhunter.com/pro/category/social-media-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/humorized-grievance ## Key Figures - Trend score: 3.6/10 - Evidence articles: 4 ## What is the Humorized Grievance trend? **Humorized Grievance:** 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 9, 2015 to Aug 11, 2016 - Published: Aug 5, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Humorized Grievance trend ### Authenticity on Social Media As Generation Z takes over social media, the age of the calculated personal brand is replaced by full transparency. ### 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. ### Femvertising Backlash The rise of femvertising has sometimes led to brands using women's insecurities to boost confidence in an inauthentic way. ## What the Humorized Grievance trend means for industry ### For Social Media Companies that encourage their target customer base to be more transparent and promote authenticity have an opportunity to attract Generation Z users. ### For Humorous Content Businesses that create humorous and relatable content can target consumers seeking an escape from daily pressures and anxieties. ### For Feminism Brands that authentically support feminist causes and promote gender equality have an opportunity to distinguish themselves from those that engage in inauthentic femvertising. ## 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 signals for Humorized Grievance Trend score 3.6 out of 10, from popularity 55%, activity 47%, freshness 8%. - Popularity: 55% - Activity: 47% - Freshness: 8% ## Examples of the Humorized Grievance trend 4 featured examples from Nov 9, 2015 to Aug 11, 2016. - [Conceptual Female Emojis](https://www.trendhunter.com/trends/women-emoji): These Women Emoji Images Describe True Female Struggles (Category: Social Media) Implication: Opportunity for emoji developers to design and implement a collection of realistic female emoticons that cater to women's unique experiences. - [Comedic Job Announcements](https://www.trendhunter.com/trends/job-announcement): This Woman's Job Announcement is a Parody on Marriage Proposals (Category: Lifestyle) Implication: Opportunity for HR departments to create innovative and engaging job announcements that reflect company culture and values. - [Anxiety-Simulating Magazines](https://www.trendhunter.com/trends/anxiety-problems): This Fake Magazine is Filled with Content Concerning Anxiety Problems (Category: Pop Culture) Implication: The mental health industry can take advantage of the trend towards awareness of anxiety and other mental health issues by creating innovative solutions that address these concerns. - [Fake Feminist Ad Agencies](https://www.trendhunter.com/trends/jane-st): Jane St. Shows How Brands Capitalize on Female Empowerment (Category: Pop Culture) Implication: Opportunity for agencies to create more empowering and authentic campaigns for female-based products and services. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Social Media - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Nostalgic Dating App Campaigns](https://www.trendhunter.com/trends/hily-dating) - [Weekly People's Choice Cookie Menus](https://www.trendhunter.com/trends/choice-menu) All articles: [Social Media](https://www.trendhunter.com/socialmedia)