Are empowering terms like 'supermum' and 'girl boss' harming women?

Labels such as 'superwoman,' 'girl boss,' and 'main character energy,' while often used to empower women, may inadvertently create impossible expectations. Experts suggest these terms can lead to women feeling they are never enough, fostering a culture of perfectionism and conditional self-worth.

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Labels like these can unintentionally reinforce perfectionism and conditional self-worth, where our value becomes tied to constantly performing, achieving or appearing resilient.

Dr. Natalie Games, a senior clinical psychologist, explained that these labels, initially expressions of encouragement, have become overused. The problem arises when they transform into identities women feel compelled to embody. This pressure can tie a woman's value to constant performance, achievement, or the appearance of resilience. Research indicates that the belief in needing to be exceptional can increase vulnerability to burnout, anxiety, shame, and self-criticism.

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Research suggests that when people believe they must always be exceptional, they become more vulnerable to burnout, anxiety, shame and self-criticism.

Grace Loh, a psychotherapist and executive coach, added that these superlative labels establish an unattainable benchmark: a woman who is always composed, productive, and endlessly capable. Women then begin comparing themselves to this idealized standard. Loh noted that mental distress grows when there's a significant gap between one's current self and the perceived 'should be' self. Superlative language amplifies these 'shoulds,' contributing to higher levels of shame, guilt, and depressive symptoms, particularly in women who already hold high self-standards.

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At the same time, mental distress grows when there is a big gap between who I am right now and who I feel I should be.

While Loh acknowledged that such language can foster shared identity and boost mood when women feel similar rather than inferior to those they compare themselves with, the overuse of 'empowering' terms can backfire. The constant inflation of ideals can make being human feel like falling short over time. The article notes that this phenomenon is particularly relevant from a media perspective, where such language is prevalent.

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Superlative language inflates those ‘shoulds’ and ideals, which are associated with higher levels of shame, guilt and depressive symptoms, particularly among women who already carry elevated self-standards.