Redefining work-life balance: women at the helm of the post-pandemic coworking revolution

The post-pandemic era has transformed work-life boundaries, driven by factors such as working hours, an increased number of working women and single parents, the implementation of various ICTs, and the rise of flexible work arrangements. This study examines the role of female workers and entrepreneurs in establishing and managing coworking spaces (CSs) designed to improve work-life balance through flexible scheduling and location options. The challenges faced by female entrepreneurs in promoting an inclusive society and economic system are also explored, as well as the benefits experienced by independent workers and teleworkers in terms of networking, social interaction, knowledge exchange, and community building. The “She Economy” is analyzed in three stages: germination, growth, and maturity, considering challenges from both family and workplaces. This paper investigates the background of female identity and the ideological transformation of female identity in the consumption process after the pandemic, using mass media, especially female-focused media, as a lens. Finally, the paper proposes recommendations for the future development of the “She Economy” from the perspectives of communicators, women, and the social environment.