The Sound Presents Femfillment

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Millennial women have realized what worked for previous generations of women will not work for them. Finally after decades, the fight is over, and she can focus on what truly matters. Visit our site to download a copy for free.

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The Sound Presents Femfillment

  1. 1. THE BIRTH OFFEMFILLMENTPrepared by THE SOUNDMARCH 2012
  2. 2. STRATEGIC INTERNATIONAL RESEARCH A TEAM OF 25 STRATEGIC RESEARCHERS BASED IN ... VANCOUVER . TORONTO . CHICAGO . NEW YORK . LONDON A BOUTIQUE GLOBAL Insight Inspiration AGENCY APPLYING LEADING EDGE Text RESEARCH TECHNIQUES, TECHNOLOGIES AND PSYCHOLOGICAL MODELS TO Strategy UNDERSTAND THOSE WITH SOME ‘GROWING UP’ LEFT TO DO 2
  3. 3. RESEARCH APPROACH OUR INNOVATIVE APPROACH CONSISTED OF 3 STAGES ... - We met with pre-family women (18-29) in New York, London and Vancouver EXPLORE > IMMERSE > SYNTHESIZE 6 x 2 hour focus groups 10 Video Diaries Report & Documentary 2 x 1.5 expert interviews Text 3
  4. 4. INTRODUCTION Text THE EXPERIENCE OF BEING A WOMAN IS CHANGING ... ... BRANDS ARE STRUGGLING TO KEEP UP “Feminism is the radical notion that women are people.” - Cheris Kramarae & Paula Treichler 4
  5. 5. INTRODUCTION: CULTURAL PAST1940s &1950s: Women = the opposite of men LIFE FOR WOMEN IN THE 40S AND 50S WAS DEFINED IN OPPOSITION TO BEING A MAN “Humanity is male and man defines woman not in herself but as relative to him.” - (Simone de Beauvoir, 1949) Emotions - Women are care-givers and therefore emotional, men are breadwinners and therefore strong Behaviors - Women are demure, modest and behind the scenes whilst men are confident, assertive and run the front of house Courtship - Men are the suitors, women the pursued Text Work- Men go out to work whilst women stay home - with the exception of WWII when women became a major part of the labor market, only to return to the domestic sphere once men returned from the army Women’s fulfillment comes from serving their husband The good wife’s guide and the obligations this entails“Your goal: Try to make sure your home is a place of peace, order and tranquillitywhere your husband can renew himself in body and spirit ... .Dont ask himquestions about his actions or question his judgment or integrity. Remember he isthe master of the house and as such will always exercise his will with fairness andtruthfulness. You have no right to question him.” Housekeeping Monthly, May 1955 8
  6. 6. INTRODUCTION: CULTURAL PAST 1960s &1970s: Women Challenging MenTHE SECOND WAVE OF FEMINISM LEADS TO HUGECULTURAL, SOCIAL AND LEGAL ADVANCES ...Protests and demonstrations based on gaining the same rightsand therefore strengths as men - Equal pay, affirmative action - Access to education - SexualityExplosion of new women’s organizations, initiatives andpublications Text - NWLM, NOW, ERA - Spare Rib, Off Our Backs - Many conflicting ideas amongst organizations and feminist thinkersWomen were attempting to deconstruct inherent masculinityof society, culture, even language Redstockings, Radical Feminist Group (1970) “I’m sick of pretending eternal youth. I’m sick of belying my own intelligence, my own will, my own sex. I’m sick of peering at the world through false eyelashes ... I’m sick of the Powder Room ... I’m sick of going to films and plays when someone else wants to, and sick of having no opinions of my own about either..” Germaine Greer, The Female Eunuch 8
  7. 7. INTRODUCTION: CULTURAL PAST1980s &1990s: Women as Men THE THIRD WAVE OF FEMINISM BROUGHT US POWER SUITS, THE SPICE GIRLS, ELLEN RIPLEY AND THE VAGINA MONOLOGUES ... Through this period, female progress meant co-opting male traits; aggression, competition, sexual empowerment - Pop culture awash with examples of feminized machismo - Girl power messaging more easily distributed via technology, the internet Shift to focus on the equality of ALL women, regardless of race, Text sexual orientation or religion But femininity still being defined by, and constantly compared to, masculinity Women were playing men at their own game “The thing women have yet to learn is nobody gives you power.   You just take it.” Roseanne Barr 8
  8. 8. INTRODUCTION: CULTURAL PAST00’s: Better than MenTHE RECENT PAST HAS SEEN WOMEN CONTINUETO UP THE ANTE, ACHIEVING EVERYTHING THATMEN HAVE, WHILST MAINTAINING THEIREARLIER RESPONSIBILITIES ...Being fulfilled is about having the whole package, being amom, having a great job, leading a busy social lifeManaging conflicting identities - women are still the care-givers but are also required to be strong and assertive in thework place, where being emotional is seen as a weakness TextBeing successful is about having all of this and managing thetensions that the whole package brings ‘The present generation of working women have had opportunities that previous generations did not dream about ... high salaries, entered into public life, long-term relationships, shared children, an active social and cultural life, attended to our appearance, health, home and garden. In short it has become possible to have it all.” Paula Nicholson, Author of Having it all: Choices for Today’s Superwoman 2003 8
  9. 9. CULTURALPRESENT....
  10. 10. CULTURAL PRESENT...“The goals of feminism are carried out by every day women ... Youre sexy, a wallflower, you shop at Text Calvin Klein, you are a stay-at- "I think that feminism can only home mom, a big Hollywood move forward now if we producer, a beautiful bride all in acknowledge the differences white or an ex-wife raising three between women, and that women kids ... In reality, feminism wants want to lead their lives in all you to be whoever you are ...” kinds of different ways." Jennifer Baumgardner, Author (2000) Feminist writer, Natasha Walter (1999) A CHANGING WORLD, A CHANGING MINDSET ... Yes, she can have it all but the real question is whether she wants it all? But that’s not all, the advent of the millennium brings with it some key shifts in society’s gender attitudes Most importantly, this leads to women working out what they really want from life - from the relationships they form, to the work they choose, to the brands that speak to them 10
  11. 11. CULTURAL PRESENT...Gender fluidity ‣ Sex and gender are now ever further separated than ever ‣ Where sex is physically fixed, gendered traits can be adopted by either sex, without it being a threat to their core identity ‣ Women can have Text masculine qualities and behaviors, without being any less a woman “She didn’t consider herself a female soldier, but a pilot serving her country, who just happened to be a female.” 11
  12. 12. BRAND + GENDER FLUIDITY She could bemore ‘male’ than Text you think... 12
  13. 13. CULTURAL PRESENT...FEMINIZATION OF BEHAVIOR FEMININITY HAS CHANGED, AND THE WORLD HAS CHANGED WITH IT ‣ Technology has exposed us to huge amounts of information, choices and ways to live, and much of this has shifted the psychographic norm in a female direction ‣ Female skills are much more adept at navigating this complex and fluid world ‣ Getting ahead in the world used to be about masculine qualities: - Competition - Fighting Text - Aggression ‣ Success is now much more dependent on the ability to adopt female qualities: - Collaboration - Empathy - Sharing"The handbag-style iBook, was the first ‣ Soft skills are now as valuable, if not morecomputer to be unapologetically feminine. It valuable than ‘hard skills’was so irresistible it didnt alienate men. In itspackaging, Apple had also broken newground, using simple wording instead oftechnical, masculine jargon." Ariane van deVen, Strategist, Brandhouse 13
  14. 14. CULTURAL PRESENT...Authenticity IMAGE In a world of relentless marketing spin, Millennials seek out realness and authenticity. They don’t want to conform. Instead they want to ‘be themselves’. For femininity this translates into not having to conform to any particular model of womanhood, let alone being like a man – what counts is being honest about what it is that you want ... EMOTION Expressing your emotions and being honest about your feelings are not things to be Text ashamed of for Millennials, instead they are demonstrations of your personal strength VALUES The reality of the recession and the effects of rampant consumerism have altered Millennials’ values; it’s more about happiness and satisfaction than material success. MEDIA Dove’s Real Beauty campaign marked a significant shift in attitudes towards women’s beauty and bodies. Women’s beauty is valued regardless of shape, size or age. The emphasis is on how you feel not how you look. 14
  15. 15. CULTURAL PRESENT...Gender equality FOR MILLENNIALS, GENDER EQUALITY IS A GIVEN ... ‣ Millennial men and women find themselves facing the same opportunities and challenges - i.e. Compete for the same jobs, under the same pressures, have the same aspirations - Shared financial, emotional and domestic responsibility Text in a relationship is a given, not a luxury ‣ But they’re not on a journey towards androgyny - Want to celebrate both genders - Binaries that once maintained clear boundaries between genders are now blurred [Campaigns that resonate celebrate gender, rather than edit it i.e. Dove, Virgin Atlantic, Diet Coke] 15
  16. 16. THE BIRTH OFFEMFILLMENT
  17. 17. THE BIRTH OF FEMFILLMENTWelcome to the after party!FINALLY AFTER DECADES OF FIGHTING, THEBATTLE OF THE SEXES FINALLY FEELS OVER...AND THE AFTER PARTY CAN BEGIN!‣ Gender equality is, increasingly, just a given today - women are no longer defined by or in opposition to men - no longer fighting to be taken seriously‣ Women are now recognizing that they need not be shackled by the pressure to do it all and succeed - free to make their own choices and not be judged Text‣ Finally, no longer at war, women are beginning to achieve true fulfillment - FEMFILLMENT !!‣ Femfillment is about true liberation - Freedom to laugh at yourself - Freedom to not have to choose - Freedom to embrace the dualities of modern womanhood AS THEY RELAX, CONTEMPORARY WOMEN “All that ‘pressure to succeed’ is bullshit, HAVE NOTHING TO LOSE - AND, AS A RESULT, you put yourself under that pressure, and THEIR TRUE SPIRIT IS ABLE TO SHINE you just don’t HAVE to do anything you THROUGH... don’t want to” 17
  18. 18. THE BIRTH OF FEMFILLMENTPlayful and poised THE CONTEMPORARY WOMAN CAN HAVE FUN, BUT SHE NEVER TAKES IT TOO FAR ‣ Fun is a key attribute of the modern, spirited woman - “She’s fun, silly, I like it.” ‣ Being playful is enjoyable for her, and for people around her. It’s unexpected, and might be out of context, but that’s ok. Text ‣ It’s an expression of confidence. She is bigger than any situation she is in and can step outside it for a moment to have fun. ‣ Playfulness also shows that there’s more to her than meets the eye - “There are different angles. There’s lots to unfold in a woman.” “Dance like no-one is watching – THE DICHOTOMY BETWEEN LOOKING definitely. It’s rare for me and my DEMURE AND ELEGANT, AND BEHAVING IN A CHEEKY FUN WAY SEEMS TO BE A girlfriends to get together and not be PARTICULARLY POWERFUL AND DIRECT WAY laughing about something. That really OF SHOWING SPIRIT rings true...” 18
  19. 19. THE BIRTH OF FEMFILLMENTPowerful, but not overpoweringSHE KEEPS HER POWER IN HER BACK POCKET,RATHER THAN WEARING IT ON HER SLEEVE‣ The contemporary woman feels empowered to use her femininity to get ahead - At work - At home - In a bar‣ But she also knows when to turn it down, or turn it off. Being powerful all the time can make you Text seem arrogant, stand-offish, unapproachable - It can be divisive, and that’s not her‣ She’s turned objectification into advantage - “Using beauty to our advantage is great. It’s playful, not too serious” - Recent publication of book like Honey Money & The Rules, and the emergence of concept of ‘erotic capital’ “We can look delicate when we want, but we can control men, we can have the babies, we’ve really got a lot of power. All the power in fact.” 19
  20. 20. BRANDS + POWERFUL BUT NOT OVERPOWERING... A brand that celebrates her Text right assets ... 20
  21. 21. THE BIRTH FEMFILLMENTEmotional and strong Text BEING EMOTIONAL IS AN ABILITY, RATHER THAN A WEAKNESS “Adele isn’t ashamed to bare her soul. ‣ Expressing emotions is authentic - a real part of Her songs melt people’s hearts one womanhood - Why should anyone tell her that she can’t be upset? minute, but then the next time you see - “If I hear something that upsets me, or watch a film her she’s a fun average young girl.” that is sad I don’t feel ashamed to show that.” ‣ It’s more mature than repressing or stifling what you feel 21
  22. 22. THE BIRTH OF FEMFILLMENTLiving in the now, borrowing from the pastSHE HAS THE FREEDOM TO RIP UP THE RULESOR TO PICK AND CHOOSE THE TRADITIONSSHE ADMIRES‣ When it comes to dating she’s comfortable to play to an old-fashioned stereotype, provided it’s a choice rather than an obligation - She can do this because she knows she has moved beyond those stereotypes - It’s fun to feel desired, to make men work for your attention Text‣ She respects women from an older generation - They’re spirited and interesting - She also knows that those are the women who fought to get her where she is today - “My mom is more of a party animal than I am.” 22
  23. 23. THE BIRTH OF FEMFILLMENTSilly and Smart SHE WILL WATCH CNN, FOLLOWED BY THE X FACTOR ‣ She can have a passion for celebrity gossip and strong opinions on who was worst dressed at the Oscars ‣ But don’t think that means she doesn’t understand and care about the issues that matter Text “Yes, I love celebrity gossip as a funny way to switch off – but that doesnt automatically mean I dont follow politics or can’t name an opera.” ‣ She’s a cultural omnivore, proudly enjoying high and low culture in equal amounts - Because she’s femfilled, she doesn’t feel embarrassed to admit she enjoys things which women would have been criticized for enjoying in the past 23
  24. 24. THE BIRTH OF FEMFILLMENT - WHO’S GOT IT?Oprah Victoria Beckham Lady Gaga Michelle Obama Katy Perry Text Judy Dench Michelle Harris Beyoncé Meryl Streep Mindy KalingAngelina Jolie Zooey Deschanel Adele Charlize Theron 24
  25. 25. WHAT DOES THISMEAN FOR YOURBRAND?
  26. 26. WHAT DOES THIS MEAN FOR YOUR BRAND? She’s used to brands telling her how she should be ...DARING Text SEXY AGGRESSIVEFEMININE SWEET 26
  27. 27. WHAT DOES THIS MEAN FOR YOUR BRAND?THERE ARE SOME KEY POINTS TO CONSIDER WHEN TALKING TO CONTEMPORARY WOMEN ... IT IS IMPORTANT TO RECOGNIZE THAT SHE’S IN A VERY DIFFERENT PLACE VS. PREVIOUS GENERATIONS OF WOMEN ... SHE WANTS TO HAVE A LAUGH She is confident enough to laugh at herself. Female-facing communications needn’t be so earnest. Text THINK BEYOND PINK The feminization of product design is everywhere, and it isn’t about sticking diamonds on things (or only about appealing to women) - concentrate on being sleek, stylish and simple SHE WANTS THE REAL DEAL Give her women to empathize with in her advertising, rather than presenting her with unrealistic figures she doesn’t even want to aspire to SHE KNOWS THINGS ARE DIFFERENT She’s already showing it. Describing it as something new could feel condescending; she’s ready to explore the idea in a fun way.

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