Confidence: how has it achieved ‘cult’ status in the 21st century?

How has the notion of ‘confidence’ infiltrated consumer body culture and discussions about gender and work? Researchers pitch the idea that there is a new “cult(ure) of confidence” in contemporary society, in which almost whatever the question, the solution posed will be ‘improve women’s confidence.’ The study questions, ‘What is the confidence cult, and why has it achieved such affective force in the early twenty-first century?’