From New York City and New Orleans to Alaska and New Jersey, women across the US are meeting to release pent-up frustrations. Primal #momscream events see stressed-out parents – who were previous strangers – get together in local spaces to vigorously let out their emotions. While scream therapy improves health, the events help moms feel less alone in their burdens. With women having faced the brunt of pandemic burdens, the existence of these events points to a lack of avenues for women to vent. “Historically, our society has not done a good job of giving women space for their anger,” says Dr. Pooja Lakshmin, clinical assistant professor of psychiatry at George Washington University School of Medicine.

Whether it’s financial inequity or pandemic-related health changes, women have a lot to be frustrated about. Indeed, 37% of US working mothers say they’re experiencing negative impacts on their physical and mental health and are less likely to engage in self-care. As they face these burdens, they’re also reckoning with the paradoxical position women hold in society: “From what we’ve learned growing up, anger is a dangerous emotion,” says Dr. Lakshmin. “You’re a ‘bad woman’ if you’re angry, especially if you’re a woman of color or a Black woman.” With a variety of self-care practices to suit different needs, brands can consider cultivating safe spaces for expression – something the Iceland tourism board’s #letitout campaign has harnessed.