HARNESSING YOUR SWAGGER
adjective: boss 1. Excellent; outstanding. (e.g.,“She’s a real boss chick.”)
Tina Fey, Amy Schumer and Amy Poehler are remarkably hilarious comedians, but what else do they share? Confidence, intellect and strength; these women are boss! Their tenacious personalities have led them to prosperous careers where they serve as poster women for the female mantra: Be boss.
They are powerful and bold. As Amy Poehler described boss characteristics, “It means somebody’s passionate and engaged and ambitious and doesn’t mind leading.” We are hearing the term “boss” more frequently being used to describe admirable women. And women are embracing this mantra in all the roles they play, whether as a woman with a demanding job, a stay-at-home mom or a combination. Being boss is described as one who is owning her life with inner confidence.
In our culture today, who is allowed to be boss? A Friends of Frank panel tested women’s and men’s perspectives on the gender of “boss” personalities. Interestingly enough, women are 75% more likely than men to agree that they should own this swagger. (Men are 41% less likely to view women as forces to be reckoned with.) This explains why women respond positively to advertising that portrays them in a strong and powerful way.
Why not continue this trend and commend women for owning their inner boss? In fact, 92% of women are aware of at least one pro-female brand campaign. We all recall how the Always “Like a Girl” commercial successfully empowered young women, with over 80 million views worldwide. If that’s not reason enough, nearly half of women have shared a pro-female commercial or print advertisement with others. What is there to lose by spreading encouraging messages? Embrace this marketing movement by incorporating a positive, pro-female resonance in your messaging!