Meet the New “Power Woman”

Today’s Power Woman is manifested in popular culture as a positive, gutsy role model, breaking new ground and inspiring conversation and debate about women’s role in society.

In our recent Deep Dive report, we explored the Content Network, that dynamic web of cultural activity that makes up the world of the Power Woman:


The modern Power Woman is strong-minded and balances traditionally feminine qualities with traditionally masculine ones. More and more frequently, we are seeing examples of women who embody life balance, confidence and dominance celebrated in popular culture. The Power Woman displays strength through her trailblazing behavior and speaks up against oppression. In both fictional and real world examples, the positive archetype of the Power Woman is being manifested in a growing number of areas throughout culture.

In contrast to the Power Woman image that emerged in the 1980s (think Sigourney Weaver in Working Girl), today’s Power Woman is manifested in popular culture as a positive, gutsy role model, breaking new ground and inspiring conversation and debate about women’s role in society.

Marisa Mayer, who announced her pregnancy within one day of being introduced as Yahoo!’s new CEO; Russia’s gutsy punk feminist protestors Pussy Riot; and The Hunger Games’  Katniss Everdeen are all part of this new generation of Power Woman. Female Olympic boxers? Power Women.  First female inductees to the Augusta National Golf Club? Power Women. In fact, you don’t need to look far to start noticing that the Power Woman is everywhere.

And while much of the conversation around Power Woman has been given to women managing career and family, following Anne-Marie Slaughter’s debate-inspiring essay “Why Women Still Can’t Have It All, we are also seeing new conversations pop up that take the women and family question to another dimension: Should women marry at all? Do women even need men?

In fact, the role of men vis-a-vis the Power Woman will continue to gain steam. After all, the rise of the Power Woman tracks very closely to the growing number of stay at home dads and what The New York Times calls the “Seesaw Couple,” a configuration in which each partner takes turns being the breadwinner depending on changing family conditions. 

No doubt the conversation will evolve in the months ahead. The elections will bring women’s issues front and center, while new books like Hanna Rosin’s The End of Men and the Rise of Women and Naomi Wolf’s Vagina, as well as new television series like Girls and the PBS broadcast of Half the Sky will fuel the cultural energy around the Power Woman.

As the recent hijacking of the Amazon reviews for Bic for Her Pens amply demonstrates, women will not be condescended to by businesses or brands.  And with a record number of women standing for Congressional seats, watch out for more Power Woman action come 2013. 

sparks & honey is a next generation agency that helps brands synchronize with culture. Download our Power Woman Deep Dive report here.

LinkedIn meets Tinder in this mindful networking app

Swipe right to make the connections that could change your career.

Getty Images
Sponsored
Swipe right. Match. Meet over coffee or set up a call.

No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.

Keep reading Show less

Can the keto diet help treat depression? Here’s what the science says so far

A growing body of research shows promising signs that the keto diet might be able to improve mental health.

Public Domain
Mind & Brain
  • The keto diet is known to be an effective tool for weight loss, however its effects on mental health remain largely unclear.
  • Recent studies suggests that the keto diet might be an effective tool for treating depression, and clearing up so-called "brain fog," though scientists caution more research is necessary before it can be recommended as a treatment.
  • Any experiments with the keto diet are best done in conjunction with a doctor, considering some people face problems when transitioning to the low-carb diet.
Keep reading Show less

If you want to spot a narcissist, look at the eyebrows

Bushier eyebrows are associated with higher levels of narcissism, according to new research.

Big Think illustration / Actor Peter Gallagher attends the 24th and final 'A Night at Sardi's' to benefit the Alzheimer's Association at The Beverly Hilton Hotel on March 9, 2016 in Beverly Hills, California. (Photo by Alberto E. Rodriguez/Getty Images)
popular
  • Science has provided an excellent clue for identifying the narcissists among us.
  • Eyebrows are crucial to recognizing identities.
  • The study provides insight into how we process faces and our latent ability to detect toxic people.
Keep reading Show less

Want to age gracefully? A new study says live meaningfully

Thinking your life is worthwhile is correlated with a variety of positive outcomes.

YOSHIKAZU TSUNO/AFP/Getty Images
Surprising Science
  • A new study finds that adults who feel their lives are meaningful have better health and life outcomes.
  • Adults who felt their lives were worthwhile tended to be more social and had healthier habits.
  • The findings could be used to help improve the health of older adults.
Keep reading Show less