Feminist liberation was reframed as individual entrepreneurial wealth rather than collective change.

Evidence

This entrepreneurial heroism also shaped millennials’ take on feminism, encapsulated in the idea that liberation comes, as described by Jia Tolentino, “when an individual woman gets enough money to do whatever she wants.” In 2013, Facebook COO Sheryl Sandberg published Lean In, advising women on how to further break through the glass ceiling. But the digital economy offered a shortcut: platforms where women could sell products made by women for women. Enter the “girlboss” era, defined by journalist Marisa Meltzer as a “cohort of young, mediagenic female founders” who fused empowerment messaging with entrepreneurial ventures. The movement surfaced in the culture when Sophia Amoruso, CEO of apparel company Nasty Gal, titled her memoir #Girlboss. — W. David Marx, Blank Space, 323

Categorization

• SEED: Potential angle: the girlboss as a symptom of the omnivore monoculture — feminism flattened into the same status-signaling consumption logic as everything else.