Using the `JustBeKind trend of the 2020s as a starting point, '(Un)kind' explores how traditional beliefs about women's '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age that remains dependent - socially, politically, economically - on female self-sacrifice while finding the concept outdated and essentialist.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.