For a while there, it was all about the girlboss movement — striving, achieving, and calling the shots in every way in life.
However, the world’s a whole different place from when Sophia Amoruso first coined the phrase in her 2014 autobiography. It took off so much that Netflix even adapted the book into a series in 2017, and women across the world plastered the hashtag across their social media feeds with abandon. These days, it’s the soft girl movement that’s taking hold. It’s the antithesis of girlboss culture, and while it started in Nigeria, it’s quickly gained traction pretty much everywhere, and it’s easy to see why. Here’s why women’s attitudes have changed so much in recent years and how it’s shifting the professional landscape as a result.
1. It’s a reaction to hustle culture.
For years, hustle culture was king. Society glorified the grind, where productivity was the measure of your worth, and working all hours was celebrated. But now, more and more women are saying, “Enough.” They’re rejecting the idea that their value is tied to how much they can get done. The soft girl movement is all about prioritising well-being over burnout. They’re not lazy; they’re redefining what success looks like. Women in this movement are putting rest, hobbies, and self-care at the forefront, creating a healthier relationship with their work and lives. They’re showing that it’s okay to slow down and take care of yourself.
2. It’s normalising rest as productive.
Rest used to be seen as the opposite of being productive, but the soft girl movement is flipping that narrative on its head. Now, rest is viewed as something essential to maintaining mental and physical health. Women everywhere are embracing the idea that rest isn’t a luxury; it’s a necessity. Taking time off, spending quiet moments in nature, or just lounging around to recharge isn’t just okay, it’s encouraged. The change is gaining ground in workplaces, too, as companies begin to recognise the importance of balance, offering things like flexible working hours, extra holiday time, and wellness programmes to keep their employees healthy and happy.
3. It’s about meaningful work, not just “busy work.”
The soft girl mindset values quality over quantity when it comes to work. Instead of glorifying long hours and endless tasks, it’s about finding work that truly feels fulfilling and aligns with personal values. The idea isn’t to work harder; it’s to work smarter, focusing on what’s meaningful, not just what’s expected. It’s making women rethink their careers, with many shifting towards roles that bring them joy and a sense of purpose rather than just chasing a pay cheque or climbing the corporate ladder.
4. It encourages emotional intelligence over traditional power dynamics.
The soft girl movement is all about embracing emotional intelligence as a form of strength. Rather than relying solely on traditional displays of power or dominance, it focuses on cultivating empathy, self-awareness, and the ability to connect with people on a deeper level. Women in this movement are recognising that emotional intelligence can be just as powerful (if not more so) than the stereotypical “tough” approach to leadership. By nurturing their emotional skills, they’re creating more compassionate and effective ways to lead and collaborate, both in the workplace and in life.
5. It challenges the pressures of traditional gender roles.
The soft girl movement is also about challenging the pressures women face to be everything to everyone. From being career-focused to balancing family life, women are often expected to juggle multiple roles while also being “strong” and “assertive.” The soft girl ethos encourages women to reject these pressures and embrace softness as a strength. It’s about showing that kindness, gentleness, and emotional intelligence are powerful tools for success, both in the workplace and in life. It’s a subtle but profound shift in how we view women’s strength.
6. It’s changing the way younger women see success.
The younger generation is adopting the soft girl mindset with open arms. They’re rejecting the idea that they need to have their entire life figured out by their twenties. Instead, they’re focusing on exploration, mental health, and the freedom to take things at their own pace. It’s reshaping not just personal goals, but also workplace cultures and educational systems. Younger women are setting their own definitions of success, grounded in well-being, happiness, and personal growth rather than simply climbing a career ladder or meeting external expectations.
7. It values individuality when it comes to career paths.
The soft girl movement is all about embracing your own unique path. It encourages women to follow careers that resonate with their personal interests and values, rather than chasing after what society deems successful. Whether it’s freelancing, starting a business, or taking a step back to focus on family, women who are embracing soft girl status are crafting careers that truly reflect who they are. That change is creating more authentic career paths and allowing women to design their lives in a way that feels right for them.
8. It’s redefining ambition.
Ambition has traditionally been linked to external success — climbing the corporate ladder, collecting accolades, and proving your worth. But the soft girl movement is redefining ambition to be about self-fulfilment and personal growth. It’s not about how much you achieve in other people’s eyes; it’s about how you align your ambitions with your own values and happiness. That broader definition of ambition shows that pursuing balance and meaningful experiences is just as important, if not more so, than chasing traditional career goals.
9. It encourages sustainable work practices.
The soft girl movement is also pushing for a shift toward more sustainable work practices. Burnout is not sustainable, and women in this movement are emphasising the importance of slowing down, taking breaks, and working in ways that promote long-term health and happiness. As a mindset, it’s influencing workplaces to rethink how they operate, creating environments that support employee well-being and ensure that workers can thrive without sacrificing their health or happiness.
10. It’s helping women set boundaries.
One of the key principles of the soft girl movement is learning how to set boundaries without guilt. It’s about recognising that protecting your time and energy is essential for your mental and emotional well-being. Women are realising that saying “no” to things that drain them is not selfish, it’s necessary. It’s a meaningful shift that’s empowering women to advocate for themselves, whether it’s in their personal lives or careers. By setting clear boundaries, women are ensuring that they can thrive in a way that respects their needs and limits.
11. It’s encouraging women to slow down.
Given that the world operates at full-speed, the soft girl movement is advocating for a slower pace of life. It’s not about doing less; it’s about doing what truly matters and embracing moments of stillness. Women are prioritising slower mornings, fewer commitments, and more time for mindful living. Such a deliberate pace of life allows them to make better decisions, find clarity, and enjoy a sense of peace amidst the chaos.
12. It’s changing our understanding of productivity.
Productivity in the soft girl movement isn’t about ticking off endless to-do lists. It’s about focusing on what brings value to your life. It’s quality over quantity, ensuring that your efforts go towards what truly matters to you, whether that’s in work, relationships, or personal growth. The focus is on what feels meaningful and fulfilling, rather than just checking boxes or impressing other people.
13. It nurtures creativity.
The slower pace promoted by the soft girl movement also creates space for creativity to flourish. With less stress and more time for reflection, women are able to tap into their creative potential in ways they might have overlooked before. Whether it’s through art, writing, or innovative thinking in their careers, the movement encourages women to embrace their creative side and use it as a tool for self-expression and problem-solving.
14. It’s shaping future workplaces.
The soft girl values are starting to shape the way workplaces operate. As more women embrace the movement, companies are adjusting by offering more flexible work hours, better work-life balance, and healthier workplace cultures. This cultural shift benefits everyone, not just women, by creating environments where all employees can thrive and contribute in ways that support their well-being. The soft girl movement is helping to create a future of work that’s more inclusive, sustainable, and human-centred.
