Women are taking on a new role online.
Dominant female voices are coming through and evolving on traditional media and online. Females are all voicing their opinion on misrepresentation that brands have on women. Stylus describes this shift as a ‘feminised world picture; a world of conversations and emotional connections, an outward-looking perspective – a world with empathy at its core.’ Women are fighting back against the traditional views of women. For example, one woman shared her opinion on the ‘BiC cristal for women’ pens released via a sarcastic review
The change of femininity has even affected children’s
clothing as girls are encouraged to learn to build. Traditional ‘boy’s toys’ are now being
endorsed by girls as companies such as ‘Goldie Blox’ bring out engineering toys
for young girls.
You can buy it from here: http://www.goldieblox.com/pages/whats-new
This shift will change the ideas of success and beauty,
modifying the perception of women. Steering away from the Towie image, women
are modifying views of beauty. Demi Lovato advocated natural beauty, tweeting
‘ladies be brave’ influencing others to go bare.
Dove are also behind this movement with their recent
download that restores photo shopped images. It was disguised as a ‘bodyglow’
tool, when, in reality, in reverted back the image.
Watch the video here:
http://www.youtube.com/watch?v=_6eJeBb7HSI
These new self-assertive, new millennial feminists are set
to be an emerging consumer group for the future. They want honesty, control and
to not be patronised. Brand’s are going to have to re-think their approach to
these women, or will be at continuous risk of being publicly exposed and
condemned.
