We have been researching and tracking our trends for the last 20 years, continuously updating our Human Context Circle™. Recently, we’ve completely re-worked our gender trends. Some have been updated, some have been replaced, and on top of that, we have changed the way we approach gender trends in general. Traditionally, we used to distinguish gender trends in either men (masculinity) or women (femininity) trends. These insights regarded the roles, values, stereotypes and associations we culturally connect to men or women. 

From now on, we approach gender trends as one category, without distinguishing between men and women trends. This gives us more space to explore gender shifts that impact both men and women, or neither (like the prevalence of genderfluid sentiments in society). Masculinity and femininity are relational concepts, meaning they are defined in contrast to each other; changing one inevitably leads to a change in the other. For example: the leaps women are taking – in education, career, and financial aspects – drive the shift from the traditional image as a housewife or mother – into a much more multi-dimensional one, as a professional or breadwinner. 

But this inevitably also impacts the traditional view of men as the sole provider and head of the family. It means that modern men, whether they like it or not, have to reinvent what defines men today. Shifts like these are two sides of the same coin and that’s why we decided to get rid of the categories within gender.

So without further ado, let’s dive into our brand-new gender trend: Overwhelmed.

What’s new?

More than men, women are struggling with their mental health – and that’s no coincidence. Many are juggling several roles at once: doing most of the unpaid work at home, dealing with high expectations at work, trying to be “perfect” in every area of life, and constantly comparing themselves to idealised images on social media. Women are currently in a sort of ‘emancipation limbo’ where they still carry the domestic chores of the traditional role division, alongside the professional strain of an increasingly egalitarian society.

All together, this creates a steady sense of overload. No wonder so many women feel overwhelmed.

We see two main responses:

1. Coping within the system
   Women try to manage the pressure by investing in self-care and wellness. The rise of yoga, mindfulness, meditation and stress-focused fitness formats reflects a growing need to regulate stress, recharge and stay functional.
2. Stepping out of the system
   At the same time, more women question the game altogether. Anti-ambition narratives, “tradwife” content and the search for simpler lifestyles show a desire to opt out of the constant drive to achieve and perform.

In short: modern society places a disproportionate amount of pressure on women. “Overwhelmed” captures both their emotional state and the cultural shift in how women are trying to cope – or consciously step away.

How does this manifest in society?

Consider Dove’s long-running Real Beauty platform. The brand consistently challenges perfectionism and unrealistic beauty standards, which are major sources of overwhelm for many women. Campaigns such as “Cost of Beauty” expose the ways social media fuels comparison, anxiety and pressure to appear flawless, especially for women and girls.

A similar shift is visible in Paloma Wool’s new campaign highlighted in this newsletter. The campaign reflects how the boundaries between home and work have blurred, especially since the founder became a parent.