Redefining femininity after #metoo

25th July 2019

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Redefining femininity after #metoo

In a post #metoo era, the push for women’s voices to be heard is stronger than ever. During this time of complete transparency, how should marketing speak with women?

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Redefining femininity after #metoo

Well it’s clear that business as usual won’t be sufficient, because the movement shook the very foundations of our society, from small workplaces to entire social structures.

A year on, it’s hard not to feel the aftershocks of the movement throughout different industry sectors. Women’s voices have an unprecedented platform, and now we have to listen.

The power of female-driven narrative has spearheaded the shift in traditional gender stereotypes and ‘conventional’ femininity.

Women will no longer accept limitations by stereotypes. By rejecting the idea of a collective female experience, the marketing industry, too, has been forced to reshape the definitions of gender. Brands like Glossier, Nike and Bumble have all been recognised for their championing of the unique female experience, rather than a singular, didactic expression of what it means to be a woman. By turning away from restrictive gender codes, they joyously celebrate femininity in all the varying, beautiful definitions of the word.

 

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Moms of Glossier 💛📷@emilyghaug

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The only acceptable form of noods 🍜

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“We are humans first and marketers second,” Clark Fisher, creative director of Badger & Winters, reminded the panel at the ‘Marketing to Women in the #metoo Era” workshop in August last year. It serves as an important lesson, and perhaps a wake-up call for the industry at large. What the primary goal was and always should be is relating to one another: marketing provides some of the most powerful tools to create meaningful connections. While the fallout of the #metoo movement caused grave and necessary change, shifting our collective notions of one so-called ‘right’ femininity serves as the light in the proverbial tunnel.

Her Agency’s mission, from the beginning, has been to recognise each woman as a unique and individual entity.

We utilise both industry and societal insights to guide the authentic and tailored conversations we have with women on behalf of our client’s brand. Born from society’s restructuring of femininity, and our own genuine passions, Her aims to be the platform for this new and glorious wave of responsible, relevant and dynamic advertising, making connections between and for the women of Australia.

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