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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.
Workshop Question - What message does your brand send when it comes to issues of equality?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 53 Examples:
67,112 Total Clicks
Date Range:
Apr 15 — Jul 16
Trending:
Mild
Consumer Insight Topics:

Featured Examples

play_circle_filled Realistic Morning Routine Ads
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
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
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
play_circle_filled Activist Music Videos
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
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
play_circle_filled Female Action Hero Ads
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

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