"By now, you've probably heard of the term "girlboss," coined by Nasty Gal founder Sophia Amoruso, that encapsulated millennial working women's appetite for ambition. But a decade later-and thanks to Gen Z workers who introduced Bare Minimum Mondays and quiet quitting to the working world-the girlboss era seems to be coming to its end. Now its antihero-the "Snail Girl"-has swept Australian workplaces and gained traction on TikTok. As the name suggests, Snail Girls are taking their work at a snail's pace."
"Ludbey came up with the idea after five years of being "consumed with being a girl boss" left its mark. Having quit her job in 2018 to focus on her online fashion store, she soon became "addicted" to constantly chasing success. But recently Ludbey said she started to see "cracks" in what she "once thought was everything". It suddenly dawned on Ludbey success no longer felt like the be-all and end-all-and as the overwhelming sparkle of her girl boss persona "dulled," her inner "snail girl" was born."
The 'girlboss' era of millennial ambition has waned as Gen Z workplace trends like Bare Minimum Mondays and quiet quitting shift norms. The 'Snail Girl' ethos promotes working slowly, creating for the sake of creating, and protecting personal peace rather than pursuing nonstop success. Sienna Ludbey coined the concept after feeling consumed by relentless ambition and recognizing cracks in that mindset. The approach emphasizes setting personal and professional boundaries, prioritizing self-care, and choosing happiness and balance over perpetual busyness. The concept has spread in Australian workplaces and gained traction on TikTok as an anti-hustle alternative.
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