We need to stop talking about women, and start talking to them. Our next Rise breakfast session in London sees Crowd DNA’s Elyse Pigram and Roberta Graham explain how, as they set about future-proofing the female position...
Date: November 1
Location: Crowd DNA, 5 Lux Building, 2-4 Hoxton Square, London, N1 6NU
They say we’re in the era of women. That true, diverse representations of womanhood are finally shining through in brands and culture. This is due, in part, to women taking charge of the conversation – and business – surrounding femininity, gender roles and the female body; as well as huge cultural shifts, such as the #metoo movement and strength of mainstream feminism.
But what’s more: we’re welcoming in a new generation, with new rules. 80 percent of Gen Z women in the UK feel 100 percent female, and 39 percent would consider wearing clothes marketed to the opposite gender. These are the women revolutionising workspaces and sectors; transforming communities and businesses; starting families while inventing new ways of living – all with completely different expectations and priorities.
So as more expressions evolve and scripts of ‘womanhood’ are constantly rewritten, how can we keep up?
This session explores the past, present and future of female representation. Using this trajectory, we’ll ask how the female position can flex to be more open and off-script. In particular, we’ll explore what this means for brands looking to future-proof and remain culturally relevant to their female audience; many brands are still struggling to pitch the conversation right. And should we even be targeting women and men in a binary way at all? By looking at leading categories – such as personal care, sport, inclusive cosmetics and fashion – we’ll help brands harness new opportunities, while avoiding the slippery slope of superficial tokenism.
Join us in the Lux Building for delicious pastries and even more delicious insights. Contact Pauline Rault to come along – and pass this invite on to colleagues of any gender.
Watch the trailer below: