The emergence of girl power and the fact that men are increasingly in touch with their feelings is a very clear sign that masculinity is obsolete and dying a death. A now outdated gender concept is shaking up society. In the street, adverts quietly gloss over gender-related clichés.
Feminisation is a phenomenon that spreads in a protean manner and is beginning to affect a number of areas. In business, female leadership tends to be focused more on individuals’ own personal development, acknowledgement and participative decision-making. Female entrepreneurs are shown to have demonstrated more humility, creativity and ability to share, listen and care, at the expense of their ego. The concept of “badass” emerges, to describe tough women who “torment”, with their style and their authenticity, and who command respect.
We are seeing, too, a kind of pollination in men, with a desire for a sensible work/life balance, a desire to parent, and to embrace their sensitive, feminine side, the “maternal” aspect of their character. Basically, to open up possibilities for men. Subsequent generations will drive these changes forward, as a business ignoring these aspects will not appeal to this generation of slashers.