There’s a giant disconnect between what women care about and what society thinks women should care about. In this gap existed an opportunity. Through online anthropology and enlisting the creativity of prominent female bloggers, we quantified and dimensionalized the issues women are passionate about but don’t show up in mainstream media, laying the foundation for a year-long content calendar that would help JC Penney win back disenfranchised customers and, as CNN called it, bring the brand “back from the dead.”