Today via my Google alerts I stumbled on this most curious cragislist posting. [Click photo to enlarge.]
I had to read it twice to figure out that it was not a call to participate in a sketchy university health study or something--no, this is really legit. There is a movement going on. Or at least one that is attempting to be started. The craigslist post led me to girlapproved.us, which had the same underground-female-action-hero feel as the craigslist post, but proved to be a seriously polished site.
Girlapproved is a branding/communications shop that says what you know about marketing to females born after 1988 ("Post88s") is all wrong. They are "sophisticated and multi-dimensional" and marketers are not meeting their needs. Girlapproved claims it has the research and the talent pool--all Post88s--to "get the girl."
While this can only be proven by actually seeing their work and its results, I do agree wholeheartedly with where Girlapproved is coming from: "We recognized that when it comes to aesthetics, culture has historically operated under masculine standards and definitions: what is sexy, pretty, intelligent or fun has not been defined from a feminine perspective."
Amen. I would love to see a revolution in design for young women. I'm not sure what this will consist of, or how far the needle would actually move, but we'll see what Girlapproved does.
Girlapproved was founded by Heidi Dangelmaier, one of just 9% of computer technology patent owners who are female. She is considered a pioneer in the creation of girl video games, and according to her website is dedicated to answering the question: "What's she want that no one's making?"
Can't wait to see which brands jump on this and how they fare. Sadly, I was born pre-1988 so I guess I'll be watching from the sidelines.