The Un-Tabooing of Womanhood
Menstruation, underarm hair, orgasmic meditation — previously taboo aspects of femininity are being bought to the forefront by new-wave feminism, alternative women’s interest media and a fresh string of outspoken heroines, celebrities and blogs. This new spirit of rebellious openness is creating a fresh set of rules, and new expectations that brands. It’s also creating a climate of scrutiny for brands that get things wrong—from their messaging to their visual language to, god forbid, applying a luxury tax to tampons. Meanwhile new wave of challenger brands is on the rise. Get it wrong and you get called out. How can brands navigate this new, straight-talking mood? We explore it here.
Share this idea
- How is new-wave feminism, social media, and Generation Z impacting on images, dialogue, and womanhood in media and pop culture?
- What new topics are on the table, and in the masses, that brands should be aware of? and where might they be called out?
- How can brands navigate this new up-front, outspoken, female generation?
Lucie Greene, Worldwide Dir, The Innovation Group, J Walter Thompson Intelligence