Feminism tells us we need to ‘lean in’ to pursue power and status but what if we want to create our own measurements of success? Our Post-growth Society macro trend proposes that we devise new definitions of societal advancement that look beyond GDP growth. What about pursuing new markers of success like wellbeing, emotional fulfilment and social good over job titles and financial incentives?
Vauxhall’s Pyjama Mamas commercial challenges the expectation that women should not wear their pyjamas to take their kids to school – it’s just one example of a brand challenging definitions of female achievement and success.
With that in mind, maybe it’s time to challenge the idea that there is just one type of feminism that we all need to ascribe to. I’m pretty sure that’s a future that both genders want to attain. In fact, young people are already doing this – 40.6% of people under 30 believe a sense of purpose is the most important criterion when considering a job.
It’s exactly 100 years since the Suffragettes first won the right for women in Britain to be able to vote and we’ve come a long way, but there is still more to do. Whether feminism has what it takes to adapt to the new metrics needed to thrive in the 21st century comes down to our ability to think critically and empathetically about what we want to build next. Nobody said it would be easy.
For more on how your brand can take a leading role in this debate, read our Female Futures vertical.
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