The New Feminity

At a time of #TimesUp, #MeToo, #BodyPositive movements, new masculinity and gender fluidity, what are the language, codes and representations of the feminine?

Publié sur Instagram le 23 février dernier, le film « Be a lady, they said », tiré d’un poème de l’étudiante américaine, Camille Rainville, et récité par l’actrice et activiste politique Cynthia Nixon (Sex & The City), évoque les injonctions multiples et contradictoires auxquelles sont soumises les femmes depuis leur enfance, que ce soit dans leur comportement, leur apparence ou leur rapport aux hommes.

Plutôt que d’essayer de se conformer à des idéaux féminins étroits, de nombreuses femmes choisissent aujourd’hui de mettre en évidence ce qui les distingue et défendent leur droit de vivre selon leurs conditions, leur présentation et leur orientation sexuelle, leur style vestimentaire.

While the most agile brands are adopting a new definition of femininity, others are still using outdated representations of beauty and gender. However, a more inclusive approach is currently being encouraged by consumers who favor brands that are attacking "Fempowerment" who dare to campaign for a strong and independent female gender.

In its Meaningful Brands 2019 report, Havas found that 55% of consumers believe that businesses have a more important role than today's governments in creating a better future.

Our report "The New Feminity" deciphers the multiple trends that are shaping new feminine codes and languages today, to help brands better understand new representations of the feminine.

This Study Report includes:

  • – An analysis of the main international studies
  • – Content based on insights & data
  • – Un Management Summary
  • – A written report, as well as a PowerPoint presentation

At the request of our customers, we adapt this report according to the business sectors and include personalized recommendations.

4'500 CHF