– it starts with a hashtag to begin a movement.
Brands all over the world have caught on to the buzz and public approval that feminism embodies, and as a result, companies promote female empowerment as an advertising tool. The most notable pioneer to utilize “femvertising” is the soap brand, Dove, whose change in marketing created a relevant and current connection to the public on a groundbreaking level. Instead of being identified as a soap brand with a signature white colour, Dove had transformed into a brand who strives to “[help women to] raise their self-esteem and realize their full potential.”
Over the last year, more brands have jumped on to the feminist bandwagon in hopes of selling products that range from every-day apparel to cosmetics to hygiene products. This movement has gained momentum as brands have redirected most of their advertisements to show that not only do they sell goods or services, but that they also have a social conscience. In other words, they are attempting to connect to customers beyond the product level.
On the business side, “femvertising” demonstrates the reorganization that has taken place within the marketing teams of some of the world’s most influential brands. Companies such as Always, Covergirl, and H&M have redefined their brand’s value propositions to connect meaningfully and compellingly to their target market. This fosters connections to consumers on an emotional and personal level which in turn repositions the brand in the mind of the customer. Notable speaker Simon Sinek summarizes this concept by stating that, “people don’t by what you do, they buy why you do it… The goal is to do business with people who believe what you believe.” Sinek’s words cannot be more accurate as time and time again, customers find themselves going back to the brands that they are most loyal to, are the most trusted, and are the most inclusive—this is the power of a company’s value proposition.
photo from Always’ Unstoppable campaign which tackles patriarchal standards
The Telegraph discusses how the success of feminist advertising is a result of consumers who “value ethics over money” in a noteworthy article that conveys how innovative “femvertising” really is. The article goes on to elaborate on the positive effects within social media, the economy, and the workplace. However, it also points out that some brands struggle to establish an emotional connection between the customer and their product. Especially with a topic as sensitive as gender equality, the article suggests that this campaign can be detrimental to a brand’s image if not executed properly.
Overall, the feminist advertising campaign is a prominent marketing tool used by many brands, and it displays the remarkable effect of a brand establishing a communication of beliefs with the customer.
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