After years of female politicians running for office in the pantsuit uniform, we're seeing newcomers present themselves more authentically. Women on the campaign trail are wearing skinny jeans and sweaters and talk openly about their children, mental illness, and credit card debt. A New York Times article describes their approach as "vulnerability that campaign consultants have long told women to avoid."

A 29-year-old Democratic candidate for Congress says the race is "so dang personal to me," and "It's personal" is a tagline for her commercials. Other examples are showing tattoos, wearing natural hair styles, and discussing a divorce.

A 2017 study, "Modern Family: How Women Candidates Can Talk About Politics, Parenting, and Their Personal Lives," confirms the approach. Comparing tested images, the study authors conclude, "Images [should] work strike the right balance of authenticity, formality, and the interaction between the candidate and the child." According to the findings, the image on the left side "works" but the image on the right doesn't: "Images that don’t work fail because they look too staged, are too casual, and either center the child too much, or seem like the candidate is ignoring the child."

Cover image source.

Discussion:

• How might this approach relate to our current political environment and the MeToo Movement?
• What are the potential downsides for women using this approach on the campaign trail?
• How does this story related to women leaders in business?
• Which business writing principles of report writing does the report follow? Analyze the report organization, content, and writing style.