Dynvibe relies on three key data sources: social data – spontaneous online conversations on social media –, queries in search engines, and data from traditional influencers or influencers identified as change makers. Based on the studies conducted for its clients, the company focused on the data from the feminine audience and identified four genuine ongoing revolutions.
“We are not talking about emerging signals, but about real consumer revolutions. So it is meaningful. We are actually in a phase of liberation and empowerment of the feminine audience. Social media play a catalysing role and drive a collective movement,”says Audrey Laurent, the study’s lead.
The first revolution identified, Reclaim the Narrative, marks the end of taboos in the social sphere. Online conversations exemplify the liberation of women’s expression on many topics previously kept quiet, such as the questioning of aesthetic standards, breastfeeding in public, women’s pleasure, or financial independence. This global phenomenon is especially visible in Western countries, and is emerging in Asia, but what is most striking is that it concerns all generations, as can be seen with the strong presence of mature women, who wish to change the future for the generations to come.
“Three things stand out. First, women use extremely coarse semantics to describe their own reality. Then, negative feelings are everywhere in conversations, including frustration, disappointment, anger, or the feeling of injustice. It shows that their situation is no longer acceptable, and that corresponds to the phase before bouncing back. Lastly, there is absolutely no exception in terms of online spaces, whether on social media or specialised forums,” adds Laurent.
The second revolution, Reframe Resilience, refers to the fact that women realize they are not alone. Disappointed as they are by brands’ narratives and healthcare professionals’ contempt on issues like menstruation or the menopause, they become aware that together, they can find solutions to meet their needs.
This awareness marks the beginning of their regaining control: Restore Control is the third revolution – that of feminine audience expertising. This revolution is characterized by women’s increasingly willing to make informed decisions. They carry out some research, look for expert information, and rely on the online community to find proven solutions. This quest for knowledge is expressed in all aspects of their lives, including health, beauty, and wellness.
“Brands are now scrutinised when it comes to scientific content and detailing the modes of action of their products and the actual benefits. This rising expertise drives them to remove barriers between different worlds, and integrate varied solutions to their routines. For example, they combine cosmetic products, food supplements, sports, and meditation for one beauty goal. They implement ecosystems of solutions related to different worlds. It broadens brands’ competitive landscape, but at the same time, it is a huge opportunity for those that manage to embody a more holistic vision of women,” explains Laurent.
Lastly, the fourth revolution is called Reignite Mentorship. It involves community support and is driving change in influencing mechanisms. Women support each other and value what others express.
“Some brands have already been trying to embody this, because it is urgent for them to comprehend, seize these revolutions and capture the feminine audience. It is also an opportunity for brands in terms of freedom of tone, so they remove any sugarcoating, suppress guilt, and speak the truth,” concludes Laurent.
