A lot can be said about organizations whose growth coincided with the rapid, successive boom of apps like Instagram and Tik-Tok. First is a prioritization of aesthetic through outward expression. Typically, aesthetic is a by-product of sub-culture, not an initiator of it. This started to change around the mid-2010s. Instagram and Tik-Tok encouraged users to represent their sensibilities by simply looking the part, resulting in the explosion of everything-core (normcore, ballet-core, the list goes on). Savvy business leaders picked up on an evolving mode of self-expression, aptly realizing that younger generations wanted to deliberately curate a mood, vibe or fantasy through their lifestyle choices. There is something arguably inspiring about cosplaying your way to your dream life; hundreds of dreams can be brought to life through thoughtfully executed product and design.

Brands like Glossier and mattress start-up Casper spearheaded a shift in marketing strategy that was quickly followed by other business leaders who wanted to stay ahead of the curve. UGI (User Generated Content), influencer sponsorships, digital marketing campaigns, pop-up shops, and an online community was identified as the most effective way to reach the target consumer base. Staying personally connected with the customer through social media was the best way to maintain that consumer base – during the early Glossier days, Emily Weiss would personally like every single Glossier-tagged photo on Instagram, including mine. Casper and Glossier both reached Unicorn* status in 2019 (*when a private startup is valued at $1B or more). In other words, their market dominance was nothing short of remarkable. Their understanding of their consumer? Borderline prophetic.

You rarely hear the expression Girlboss anymore – it had barely entered the household vernacular before quietly crawling right back out, leaving behind the not-so-pleasant implications that tainted the once powerful concept. The problems that caused the perception shift were not new, though: discrimination against POC and LGBTQIA+ employees through tokenization, micro-aggressions, and false promises of growth and development.

What’s left behind is a fossilized reminder of a shared past, one that should compel business leaders to simply do better. To set clear, comprehensive HR policies and ensure that all employees adhere to them through regular audits and manager reviews. To pay attention if an employee complains about harassment and take immediate action when necessary. Take 30 extra seconds out of their day to learn a name that is foreign to them. To never forget that foreignness is a two-way street… if it feels one-way, it’s because one person has made a discreet effort to narrow that gap.

Millennial pink is fading into whatever is next on the trend cycle but what sustains a business is quality product and an honest set of values. In a decidedly digital world, it’s tempting for visionaries to sell the idea over and over again, without delivering on those promised values. Digital markets and ideas are both intangible, but people aren’t, so lofty, idea-centric transactions are simply not enough. Consumers and employees alike deserve more – more attention, importance and credibility.

What can we – specifically women of color — learn from this uniquely tumultuous period? What Emily Weiss accomplished with Glossier is undoubtedly impressive, and her absolute, undeterred faith in her own idea should serve as an inspiration to everyone, especially women of color. In the New World of user-driven media, you can be your biggest spokesperson: in other words, nothing is impossible. Maybe that’s the sign we need to distribute across business-minded women trying to carve a space for themselves in emerging markets and/or emerging regions where venture capital funding is not within the realm of possibility.

If there’s one thing we have collectively learned, there’s nothing quite like a cliché piped in glowing neon to remind us of our unfulfilled potential.