Is anyone else absolutely exhausted by the performative “girlboss” energy in brand copy? I’ve written so many lines like “You got this, queen 💅” and “Treat yo’self, babe” that I’m starting to cringe at my own portfolio. It’s all empowerment-as-aesthetic, but with none of the substance. Clients still ask for it like it’s 2018, and I’m torn between giving them what they want and pushing for something that feels more real. Are we collectively over this tone?

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“Girlboss” copy is the new Live, Laugh, Love. It’s empty, overused, and was never empowering to begin with. We deserve better writing and better briefs.

likesmartfunny

Keep crushing it baddie (I’m sorry)

funnylike

Once brands (aka us) start saying something it instantly stops being cool, but that’s kind of always been the case

likesmartfunny

These kind of lines feel so cliché to me. Even if client is asking for that type of stuff, I would tryyyyyy to push it past just treat yo self. Also, as a woman I really just try to write how I would want to be talked to. If I genuinely enjoy my copy & either giggle, smile, or it makes me go “huh!” That’s usually when I’m satisfied. Always give at least one safe option for the client but put your creative recco first and back it with your reasoning! Hopefully they will trust that you know where the market is and what kind of messaging will work best.

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Yaassss queen, you got this!

funnyhelpful

2025 should be more brat.

funnylike

It was always insincere. Push your clients!

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Wait, those are good lines. Are they considered Gen Z? If so, thanks for the “inspo,” Queen. 😉

funny

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likefunny

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likefunny

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