How to engage with modern womxn: The new era of rebel girls
A new research report from 72andSunny and CrowdDNA’s New Narratives series identifies the cultural shifts in how womxn think, behave, and identify around the world, and how brands can best engage with them. Shadi Sarreshtehdarzadeh, strategy director at 72andSunny, explains.
The #MeToo movement might seem like a lifetime ago, but five years on, the aftershocks are continuing to impact the way womxn think and act – whilst many brands have yet to adapt to these new attitudes and behaviours.
As women shared their experiences, they created a shift in culture; demonstrating the ability to fracture the status quo and rebalance the power dynamic through collective conversation & challenging gendered narratives.
An era of relatable rebellion has since swept over the globe… From the biggest feminist revolution in the Middle East, to a stream of podcasts, tv shows and books in Western media , with womxn baring all (think Wellmania, Jeanette McCurdy, and Abbie Chatfield). We’re now seeing womxn grow more vocal, more open, and more rebellious. And in turn, the brands that are recognising, and reflecting this shift, are reaching new heights of success and engagement with modern womxn.
