AVClub: One of the recurring themes of contemporary feminism is the notion that women are too nice, that societal pressure has taught women that they’re expected to be as selfless as possible while men are congratulated for taking whatever they want. Pantene made waves some years back with an ad campaign asking why women are constantly apologizing for taking up space in the world. And sure, the underlying message is somewhat blunted when the takeaway is “Don’t apologize for buying a crapload of our shampoo,” but it was such a big deal because a major retail brand thought “Stop apologizing all the time” was a message that would land hard with today’s woman.
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