Real Ways Brands Can Empower Women
I’m tired of the same women's football team being filmed in slow-motion running, with the words "powerful" displayed - these performative gestures don’t represent real progress. While brands may launch campaigns celebrating body positivity or gender equality, the reality remains: women are still burdened with higher costs, and companies continue to reap the benefits.
This article will explore the fine line between genuine advocacy and performative branding and how to spot the difference before you’re sold an illusion.
1. A Slogan Won’t Cut It
Address the Issue, Not the Trend
To boost revenue, brands are increasingly utilising feminist language, images, and aesthetics, positioning themselves as ‘allies’ without backing up internal change. Femvertising has significantly increased in recent years, however, many capitalise on feminist ideals for profit. The Dior SS17 “This is What Feminism Looks Like” t-shirt, priced at £510, clearly leveraged social justice causes for financial gain. Hollow slogans don’t support any feminist cause, they only show the commodification of feminism in fashion.
Whereas, ‘Retire Rich’, the 2024 campaign by Saint Sass and Trade Republic, collaborated on a limited edition pair of tights with the words; ‘Retire Rich’. Aiming to raise awareness about retirement savings and encourage women to invest, they matched all the profits from the campaign, and donated to financial education for women. The campaign creatively addressed a specific issue, spotlighting the gender pension gap and creatively addressed the inequality while making financial health accessible for everyone.
2. Don’t Just Tick a Box
Amplify Diverse Women’s Voices, Not Just a Single Narrative
Marketing often cherry-picks the parts of feminism that are most palatable to the public. But women’s experiences are shaped by a variety of factors, including; race, class, sexuality, ability, religion, and geographic location. And it cannot be categorised by one narrative or a palatable lens that is easy to market.
Take the Frida Mom 2020 ad, powerfully portrayed, it demonstrated the raw reality of new motherhood, showing a mother with her postpartum stomach struggling to the bathroom with a pad in her mesh underwear. The advert was rejected from airing by the broadcaster ABC and the Oscars. As well as this, it wasn’t until 2017 that Bodyform showed red liquid on a period pad instead of the blue with their #BloodNormal campaign. Why blue? The reality of menstruation was considered too “vivid” for viewers and didn’t fit the marketable image of empowerment.
Meanwhile, Nike’s So Win 2025 campaign, featuring yet another lineup of famous female athletes, was proudly showcased at the Super Bowl. Not every woman aspires to be an Olympic athlete so why is that the only version of female strength we are shown? If brands truly want to empower women, they need to stop selling us glossy versions of strength and start confronting the messy, real, and diverse truths of womanhood.
3. It’s Not About Pink
Invest with Purpose, Not for Perception
It doesn’t matter how progressive a company appears on the surface if, at its core, women continue to face financial disadvantages. According to the Cooperative Bank, women are spending 40% more than men on basics as a result of corporate marketing. For example, Ibuprofen Lysine, available at Superdrug for £2.99, compared to Feminax, targeted towards 'women suffering’ during their menstrual cycle, priced at £5.29. The bottom line remains the same: women are still paying more simply for being a woman and corporations will continue to profit.
Conclusion
The reality is that companies are making money from the very issues women face. As brands get better at creating 'feminist' content, their messages are becoming more polished but less meaningful. Take the initiative to lead meaningful change by addressing the core issues, while amplifying diverse women's voices and investing with purpose, not just pink packaging.
I don’t want empty empowerment slogans. I want genuine representation. I want real, lasting change.