Memes, politics and Taylor Swift: The 'Cruel Childless Cat Lady' effect

This blog was written by Gauen Woo, intern at Pion.

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A Cruel Summer has gone and a Cruel Childless Cat lady has come

'Childless Cat Lady’ has been a go-to stereotype for anyone trying to throw shade at ladies who dare to live without kids and enjoy the company of their fur babies. But here's the thing: Gen Z isn't having any of it. Instead of cringing under the weight of obsolete societal standards, they are turning the script, reclaiming the phrase with a sense of humour, and wearing it as a badge of honour. And yes, this transformation comes with a dash of Taylor Swift-style empowerment.

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What does a Childless Cat Lady have to do with Taylor Swift?

You need to go back to 2021. JD Vance, Donald Trump's running mate, criticised Kamala Harris by saying “a bunch of childless cat ladies who are miserable at their own lives and the choices that they’ve made and so they want to make the rest of the country miserable, too.”

Three years later, Taylor Swift endorsed Kamala Harris after the 2024 presidential debate between Donald Trump and Kamala Harris, signing off as ‘Taylor Swift, Childless Cat Lady’ through her Instagram. Her post brought the term 'childless cat lady' into the spotlight, as if ‘Cruel Summer’ had suddenly reversed course for the first time in four years. 

So what does this have to do with Gen Z?

Starting with Taylor Swift, the term 'childless cat lady' became a meme. Women who raised cats instead of children began showing them off by posting photos and videos of their cats, as well as expressing admiration for fellow 'cat ladies' like Taylor Swift and Kamala Harris.

Taylor Swift: more than a music icon

Enter the Swift effect 

Taylor Swift's endorsement of Kamala Harris for president has made news, but it's not just her political views that have people talking. Swift is the epitome of a woman who has defied traditional expectations (think marriage and babies) in order to pursue her job, passions, and personal growth.

Swift isn't just a ‘Childless Cat Lady’. She's a role model for young women who are doing things their own way, guilt-free.

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This is where the "Childless Cat Lady" meme goes from a joke to something significant. What was once a lazy moniker for single women with cats has evolved into a potent metaphor for resisting the need to conform to established gender stereotypes. And who better to ride this wave of change than the most unconventional generation: Gen Z.

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From insult to empowerment: Gen Z's take

Gen Z rejects the notion that adulthood is defined by marriage, children, and a white picket fence.

They are about freedom—the ability to define success on their own terms, to live their lives without succumbing to obsolete gender conventions.

For years, the ‘Childless Cat Lady’ cliche has been used to ridicule women who choose not to participate in these milestones, but it is now a symbol of independence, confidence, and, yes, feline companionship. Because, let's be real: cats slay the world.

It's not only about avoiding marriage or having children; it's about living a life in which individual passions and aspirations aren't pushed aside in favour of cultural expectations.

Figures such as Swift have helped transform this once-derogatory phrase into something positive. Gen Z women are proud of their decision to emphasise professions, personal fulfilment, and, yes, sometimes even their cats.

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Why this meme matters for brands

So, why does this matter to anyone outside of the Gen Z bubble? For businesses and marketers, it's a clear sign that the rules of engagement have shifted.

Gen Z does not want to be sold on a traditional life path that includes marriage, 2.5 children, and a family SUV. They want campaigns that promote independence, alternative lifestyles, and the flexibility to define womanhood in their own way.

This meme is more than simply a punchline; it represents a cultural shift.

If companies can grasp and capitalise on this new narrative: one about self-expression, non-traditional living, and authenticity—they will be able to connect with a generation that appreciates these qualities. It's no longer just about inclusivity; it's about actively celebrating the variety of life options.

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What brands should do 

The message for brands is straightforward: get with the program.

Stop using marketing that celebrates the "family-first" approach as the sole road to happiness. Instead, support efforts that promote individualism and freedom from social pressures. To demonstrate that your brand understands Gen Z, use humour and genuineness, both of which they can detect quickly.

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{{ctaNeon}}

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image source: Newsweek