If suggestions that the expression is inherently offensive seem somewhat far-fetched, there is no doubt that lad culture has colonised it. We see banter spilling over into both misogyny - reinforcing a false notion that 'catcalling', humiliation and physical harassment are part of a normal night out...
It is with benefit of meeting and listening to talented, successful and grounded women that I can confidently say that pitfalls of 'lad culture' at universities or at work can be avoided if only we did more to celebrate female role models and put them into the spotlight for the benefit of both young women and men at the beginning of their careers.
Somewhere along the lines confidence has become synonymous with a warped sense of masculinity. These guys have taken this notion and run with it. Their ludicrous assertions about England's expected triumph are the world cup equivalent of drinking a pint of your mate's vomit whilst stripping off naked on the dance floor.
It appears to be a somewhat common belief that political or ideological movements have an endpoint. As if they factor onto a chronological timeline wherein the goals of said movement will eventually be achieved and we can all pat ourselves on the back, wipe our hands of it and look for something else to invest in.
University sports teams are everywhere. A firm believer in the healthy body, healthy mind mantra, I turned up at the sports freshers push with open arms only to be confronted by almost comical stereotypes. Boxing babes brandishing gloves, tennis totty trying to grab your attention, and water polo wonders in Speedos - that's enough.
2013 was the year the NUS decided enough was enough for 'lad culture'. Their "That's what she said" report sparked a new wave of feminism on campuses across the UK, bursting with students ready to put down their razors, bin their copy of The Sun (or at least Page 3) and tell their student union to pull the plug on Blurred Lines.
Feminists must remember what liberation means - it is not just equal opportunity to be financially independent or to hold positions of authority. Liberation is about much more - it's the freedom to be yourself regardless of ethnicity, sexual orientation, class or gender. As soon as we assign stereotypes to any identity we create expectations of how individuals should behave...