Abby Heugel

Abby Heugel has spent more than 20 years as a writer and editor, working with clients like Meta, Instacart, Lyft, Google, BAND-AID, Neutrogena, Aveeno, and Johnson & Johnson—and now as a proud editor at PROVOKED. When she's not obsessing over the em dash, she can be found mildly amusing more than 90,000 social media followers as Abby Has Issues on Facebook and Twitter (she refuses to call it X), on her couch with vegan snacks watching Food Network, and likely complaining about how everything is too loud and that they rearranged the grocery store again. You can also find Abby on her website and LinkedIn.
Sorry. Not Sorry. Leave Your Shoes At the Door.

Sorry. Not Sorry. Leave Your Shoes At the Door.

In Japan, it’s slippers. In India, it’s sacred. In America, it’s somehow controversial. Why do we keep dragging Costco floors and bathroom germs across our living rooms? Let me set the scene. I politely ask my friend to take off her shoes at the door. There’s a pause....

Patriarchy Chicken and Other Acts of Everyday Resistance

Patriarchy Chicken and Other Acts of Everyday Resistance

A few weeks ago, I wrote about why feminism doesn’t retire when we hit midlife. But manifestos are just words. From leather and napkins to pizza and sidewalks—this is your tactical guide to everyday rebellion. Because fighting sexism doesn’t always require a...

Would These Famous Men Even Matter if They Were Women?

Would These Famous Men Even Matter if They Were Women?

From Steve Jobs to Barack Obama, we're flipping the script on changemakers—and the results are ... well, predictable. Imagine a world where some of the most famous men in history were women. Sounds great, right? Of course, until you realize that if they were women,...

Hair or Bare? Midlife Down There

Hair or Bare? Midlife Down There

Reclaiming our choices one wax, snip, or trim at a time Middle age is a time when you start asking philosophical questions like: Have I accomplished what I wanted to do in my life? What legacy am I leaving my cats? And most importantly: What the hell’s going on with...

Feminist Midlife Manifesto

Feminist Midlife Manifesto

Because the patriarchy doesn’t retire—and neither do we. If feminism is a superpower, my origin story started with a toilet. I had just bought my first house. When getting some work done in my bathroom, the plumber asked me if he should call later and explain the...

Death Becomes Her: The After-Party Edition

Death Becomes Her: The After-Party Edition

Rewrite your final farewell, reclaim the narrative, and throw one hell of an after party. Newsflash: You’re going to die.  And unlike running into your annoying neighbor at the grocery store, you can’t duck behind a display of Triscuits to avoid it. So how do you want...

This Is a Cry for Yelp

This Is a Cry for Yelp

A woman, her house, and the items that finally have something to say. Yelp claims to connect people with businesses through honest reviews. But real talk? Half of them sound like they were written by someone in a paper tiara, pajama pants, and Crocs, vlogging from...