Neo-Domesticity
Cult of Domesticity
- Guiding ideals for 19th century middle- upper class women
- Domesticity, Piety, Purity, Submission
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These guidelines created the "True Women"
Domestic Tasks
- Cooking
- Baking
- Home Decor
- DIY
- Arts & Crafts
Social Media
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Women are more active than Men on SM
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Visual platforms skew towards women
- 1/3 of Women use Pinterest
- Women dominate Instagram
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Women visit social platforms 3-6 times per day (likely to increase with mobile usage).
Audience
Caucasian Women
Millennials
College-Educated
Affluent
Urban
Trend
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White, millennial women now seek fulfillment outside of the workplace.
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They have returned to domestic tasks.
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The demographic utilizes social platforms to showcase successes [Pinterest, Flickr, Instagram, Etsy, Tumblr].
Examples
Example II
Example III
So What?
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Create detail-oriented, highly visual content.
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Understand that women are multi-faceted.
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Eliminate pre-existing notions of "femininity" from all campaign strategy.
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The audience wants to bake its cake, sell it, and eat it too.
Sources
Burst Media: Online Insights
Pew Research: Social media factsheet
Pinterest
Tumblr
Instagram
Etsy
Flickr
Mashable
Neo Domesticity
By Chelsea Curry
