The Girl Boss Era is Dead
Why vulnerability and humanity are paramount to your content strategy
From 2018 to 2020, much of the dominant feminine narrative online revolved around being a “girl boss” or “boss babe.” At least, that’s how it felt to me. Hustle culture was glorified. Productivity was aestheticized. And ambition was packaged in millennial pink.
But after 2020, the tone shifted. In the wake of a global pandemic and collective burnout, a new wave of creators began to steer the conversation in the opposite direction. Enter: the “soft girl” era.
This shift didn’t just change the vibe—it redefined the standard.
From Hustle to Healing
Gen Z doesn’t idolize the same “work hard, play hard” capitalist ideals. Instead, they gravitate toward slower living, self-care, and boundaries. The “soft girl” aesthetic is more than just a trend; it reflects a deeper yearning for peace, presence, and protection.
Behind the cozy cardigans and matcha lattes is something more profound: a movement rooted in vulnerability and humanity—two things the girl boss era often left behind.
Redefining the Standard
If you scroll through social media today, you’ll find countless creators sharing romanticized routines: Pilates, matcha from a local café, a protein-packed breakfast, and a slow morning shower ritual. There’s no frantic rush to the 8 a.m. Zoom meeting or survival-mode multitasking.
Instead, there’s intentionality. Regulating your nervous system before diving into the day isn’t just self-care—it’s strategy.
And that’s the shift: creators are no longer curating content for perfection. They’re curating it for connection. Wellness, softness, and slowness have become core to their content strategy—and it's working.
Because today, we’re living in an era where showing your humanity is not just admirable—it’s profitable.
What Vulnerability Means to Brands
Brands don’t want to work with creators who simply position their product as a “solution.” They want storytellers—people who can spark emotion and build trust. In this landscape, emotion and connection are the real currencies.
Let’s be clear: vulnerability doesn’t mean oversharing or trauma dumping. It means showing up with honesty, integrity, self-awareness, courage, and softness.
It means letting your audience see the unfinished, evolving version of you. The one who values nervous system regulation. The one who prioritizes stillness. The one who is figuring it out in real time.
That’s the version people want to learn from. That’s the version people buy from.
When you lead with humanity, your audience doesn’t just consume your content out of boredom—they connect with it out of recognition and resonance.
How to Infuse Vulnerability and Humanity into Your Strategy
Showing your humanity online gives your audience permission to do the same. It creates space for them to curate their own “soft girl” routines—with you as their guide and mirror.
Here are a few ways to start:
Don’t just give tips—tell a story.
In my monthly r.e.p.o.r.t.s, I don’t just share advice for aspiring talent managers or entrepreneurs. I tell the full story—challenges, pivots, and wins—because I want my reader to feel seen, not just instructed.Share the “in progress” moments.
Everyone has an area of their life they’re still working on. Show yours. Your audience will trust you more when they see your growth—not just your highlight reel.Talk to them, not at them.
Your content should feel like a FaceTime call with a best friend who just texted, “How are you really doing?”
The “soft girl” era reminded us that vulnerability and humanity aren’t distractions from productivity—they’re prerequisites for it. They’re not weaknesses to hide; they’re strengths to lead with.
In a space that gets more crowded by the day, your edge isn’t how polished your content is—it’s how deeply you connect with the person on the other side of the screen.
So don’t be afraid to show the heart behind your brand. Let your softness be your strength. And redefine what it means to lead with power.