the un-tabooing of womanhood - jwt intelligence · much of the un-tabooing of womanhood macrotrend...
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INNOVATION GROUP
THE UN-TABOOING OF WOMANHOOD
#UNTABOOWOMANHOOD
THE UN-TABOOING OF WOMANHOODHOW NO-HOLDS-BARRED FEMININITY WENT MAINSTREAM IN THE ERA OF NEW-WAVE FEMINISM
INNOVATION GROUP
PERIODS, BODY HAIR, SEX AND BEYOND . . .
#UNTABOOWOMEN
INNOVATION GROUP
NEW RULESMenstruation, leg and underarm hair, underwear hygiene, and various other previously taboo aspects of femininity are being unearthed and bought to the forefront by fourth-wave feminism, new women’s interest media, and a fresh string of outspoken heroines and blogs.
This new spirit of rebellious openness is creating a fresh set of rules, and new expectations of brands—particularly purveyors of feminine hygiene and other products for women.
INNOVATION GROUP
It’s also creating a climate of scrutiny for brands that get things wrong—from their messaging to their visual language to, god forbid, applying a luxury tax to tampons.
Meanwhile, a fresh crop of rival straight-talking, visually provocative brands is finding new ways to talk to women. New platforms are emerging that cater to a sexually awakened, unashamed, mass female audience.
What are the new rules for brands?
NEW BRAND EXPECTATIONS
INNOVATION GROUP
ON THE TABLE– BODILY FUNCTIONS – MENSTRUATION – BODY HAIR – PELVIC STRENGTH – VAGINAL + URINARY TRACT HEALTH – FEMALE ORGASM – ORGASMIC MEDITATION – FEMALE-FRIENDLY PORN – SEX–AT EVERY AGE
UP FOR SCRUTINY– LAZY MARKETING – CLICHÉD, OUTDATED, “SEXUAL”, “IDEAL” OR “APPROPRIATE” IMAGERY – THE END OF THE BLUE PERIOD?
INNOVATION GROUP
A NEW STUDYThe Innovation Group recently launched “Woman, Next,” a landmark global report that explores the future of women and their attitudes to body image, beauty, career, family, lifestyle, age, and beyond.
The study is available at jwtintelligence.com and has been informed by a global study surveying women in 14 markets, along with extensive ethnographic, trend and cultural research.
INNOVATION GROUP
GETTY+THE INNOVATION GROUP TEAM UP FOR GLASS MAGAZINE
Much of the Un-Tabooing of Womanhood macrotrend has informed The Innovation Group’s recent project Glass—a magazine collaboration with Getty Images that explores the woman of the future.
The limited-edition magazine, launched in September 2016, was made in partnership with Getty Images. Visual imagery has been co-curated by Pamela Grossman, director of visual trends at Getty Images, and curator of Getty’s Lean In Collection.
Pamela will join us on the day to discuss the project.
INNOVATION GROUP
NEW FOR SXSW INTERACTIVE 201 7For SXSW Interactive, The Innovation Group—J. Walter Thompson’s futures and consumer insight think tank—will unveil original consumer data revealing the extent to which these new expectations and aspirations have now reached critical mass.
INNOVATION GROUP
ON OUR PANEL
#UNTABOOWOMEN
INNOVATION GROUP
PAMELA GROSSMAN, GETTY IMAGESPam is director of visual trends at Getty Images and frequently presents her research on commercial imagery at various Fortune 500 companies, global agencies and conferences, including Sheryl Sandberg’s LeanIn.Org female empowerment nonprofit, Google, Apple, Microsoft, MasterCard, American Express, Oprah Winfrey Network (OWN) and the Bill & Melinda Gates Foundation.
She and her work on the Getty Images Lean In Collection have been featured in the New York Times, Ad Age, Wired, Buzzfeed, the Washington Post and the Seattle Times, and on BBC News.
INNOVATION GROUP
Lucie Greene is worldwide director of the Innovation Group, J. Walter Thompson’s trend forecasting, consultancy and innovation unit. She has spoken on trends at the Consumer Electronics Show (CES) in Las Vegas and at SXSW Interactive. She is featured regularly as an expert on futurism and trends, appearing on CNBC and Bloomberg TV, and in publications including CNN, the New York Times, Newsweek, the Sunday Times and the Guardian. Lucie is also a well-respected journalist and editor. She is a thought leadership columnist for CampaignLive.
LUCIE GREENE, THE INNOVATION GROUP
INNOVATION GROUP
Jane Helpern has worked with some of the most innovative and cutting-edge brands of the last decade. In 2009, Jane received her BA from the USC Annenberg School for Communication and Journalism, and focuses much of her writing and research on gender, sexuality, media, fashion, beauty, and identity politics. Jane is a regular contributor to i-D, Into The Gloss and has written for VICE, Bullet, The Huffington Post, Refinery29, AskMen, xoJane, TimeOut, and more. Jane has also created global campaigns and editorial strategies for established brands and scorching startups including Nasty Gal, IVY PARK, Outdoor Voices, American Apparel, DKNY, Calvin Klein, and Levi’s. She recently founded boutique creative agency Jane Says.
JANE HELPERN, COLUMNIST, BRAND EXPERT
