Using the #JustBeKind trend of the 2020s as a starting point, (Un)kind explores how traditional beliefs about womens kind nature have been repackaged for an age that remains dependent - socially, politically, economically - on female self-sacrifice while finding the concept outdated and essentialist. Looking at the various guises under which kindness culture is sold to women and girls - from play to self-help, social justice activism to empowerment - Victoria Smith argues that the pressure on women and girls has not decreased, but instead been incorporated into the work of feminism.