The past decade has seen a boom in ‘confidence culture’. But behind all the positive thinking, are more cynical forces are at work?
Believe in yourself. Be empowered. Show up. Love your body. Stand tall. How many times have you seen statements like these on social media? Or used to advertise products? All point towards confidence: a particular c-word that the modern woman cannot get away from.
Being self-confident is the command of our time. At some point in the past decade, women’s media seemed to shift from celebrity mockery and dieting advice to talking about “empowerment”. Parenting books told mums it was OK to be imperfect, wobbly and have stretch marks, as long as they were bringing up self-assured children. Beauty companies and fashion brands started telling us to love our bodies just the way they are. Along with the ascent of social media came a tide of feminism that prioritised self-care and welcomed imperfection. On the surface, we are living in a golden age of female confidence. But how much are we really feeling it?
