{"id":1169,"date":"2019-01-31T00:00:00","date_gmt":"2019-01-31T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/what-do-women-want-from-marketing-in-a-metoo-era\/"},"modified":"2020-01-25T17:08:52","modified_gmt":"2020-01-25T17:08:52","slug":"what-do-women-want-from-marketing-in-a-metoo-era","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/what-do-women-want-from-marketing-in-a-metoo-era\/","title":{"rendered":"What do women want from marketing in a #MeToo era?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The #MeToo movement has catalyzed social change, challenging our understanding of gender roles and female stereotypes. There is greater uncertainty today than ever before about what it means to be a woman. Femininity is in flux.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Women are increasingly challenging the way \u2018feminine\u2019 characteristics are portrayed and the fundamental assumptions underpinning them. This has implications for society and for marketers \u2013 women have had enough of lazy, band wagonning behaviours and have no hesitation in calling out tokenistic or patronizing behaviours.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">New feminine stereotypes have emerged in response to these societal challenges \u2013 stereotypes that give new expression to traditional female characteristics and some that rebel against them \u2013 but all still restricted by the constraints of outdated assumptions.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image alignwide\"><img decoding=\"async\" class=\"wp-image-6802\" src=\"\/wp-content\/uploads\/2019\/11\/ser.jpg\" alt=\"\" \/><\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Fundamentally, women don\u2019t want to be limited by stereotypes and are actively rejecting the notion they must fit into a binary world of \u2018femininity\u2019 and \u2018masculinity\u2019.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Embraced by brands such as Bumble, Glossier, Nike and Heist, the most \u2018real\u2019 dynamic and exciting expressions of femininity we see encourage women to build on the positive strengths of their individual characters, whether or not they are traditionally \u2018feminine\u2019 traits. By throwing off the constraints of reductive gender codes, they joyously celebrate their femininity on their own terms<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-file aligncenter\"><a href=\"https:\/\/brandgenetics.preview.uk.com\/wp-content\/uploads\/2020\/01\/What-Women-Want-Decoding-the-Future-of-Femininity-Brand-Genetics-Insight.pdf\">What Women Want- Decoding the Future of Femininity Brand Genetics Insight<\/a><a class=\"wp-block-file__button\" href=\"https:\/\/brandgenetics.preview.uk.com\/wp-content\/uploads\/2020\/01\/What-Women-Want-Decoding-the-Future-of-Femininity-Brand-Genetics-Insight.pdf\" download=\"\">Download<\/a><\/div>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Our latest identity report \u201cWhat Women Want: How to appeal to women in a #MeToo era\u201d delivers evidence-based thinking to decode the future of aspirational femininity and helps guide marketers in both appealing to and empowering women moving forward.<\/strong><\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image alignwide\"><img decoding=\"async\" class=\"wp-image-6805\" src=\"\/wp-content\/uploads\/2019\/11\/gloss.jpg\" alt=\"\" \/>\r\n<figcaption>Image credit: Glossier<\/figcaption>\r\n<\/figure>","protected":false},"excerpt":{"rendered":"<p>The #MeToo movement has catalyzed social change, challenging our understanding of gender roles and female stereotypes. There is greater uncertainty today than ever before about what it means to be a woman. Femininity is in flux. Women are increasingly challenging the way \u2018feminine\u2019 characteristics are portrayed and the fundamental assumptions underpinning them. This has implications [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":1172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[279,280,281,282],"class_list":["post-1169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forward-thinking","tag-download","tag-femininity","tag-identity","tag-insight-report"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What do women want from marketing in a #MeToo era? - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/what-do-women-want-from-marketing-in-a-metoo-era\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What do women want from marketing in a #MeToo era? - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"The #MeToo movement has catalyzed social change, challenging our understanding of gender roles and female stereotypes. There is greater uncertainty today than ever before about what it means to be a woman. Femininity is in flux. Women are increasingly challenging the way \u2018feminine\u2019 characteristics are portrayed and the fundamental assumptions underpinning them. This has implications [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandgenetics.com\/pt\/what-do-women-want-from-marketing-in-a-metoo-era\/\" \/>\n<meta property=\"og:site_name\" content=\"Brand Genetics\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-31T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-25T17:08:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/What-Women-Want-Cover-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"380\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brand Genetics\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brand Genetics\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/what-do-women-want-from-marketing-in-a-metoo-era\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/what-do-women-want-from-marketing-in-a-metoo-era\\\/\"},\"author\":{\"name\":\"Brand Genetics\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/8ecfbd42c9c6d77d6c5e26518b9ff0ba\"},\"headline\":\"What do women want from marketing in a #MeToo era?\",\"datePublished\":\"2019-01-31T00:00:00+00:00\",\"dateModified\":\"2020-01-25T17:08:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/what-do-women-want-from-marketing-in-a-metoo-era\\\/\"},\"wordCount\":266,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/what-do-women-want-from-marketing-in-a-metoo-era\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/What-Women-Want-Cover-2.jpg\",\"keywords\":[\"download\",\"femininity\",\"identity\",\"insight report\"],\"articleSection\":[\"Forward Thinking\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/what-do-women-want-from-marketing-in-a-metoo-era\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/what-do-women-want-from-marketing-in-a-metoo-era\\\/\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/what-do-women-want-from-marketing-in-a-metoo-era\\\/\",\"name\":\"What do women want from marketing in a #MeToo era? 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