Femvertising as an international marketing strategy for female empowerment

Abstract

Society, and especially the younger generations, are increasingly expressing their disagreement with the inequality and violence that has been normalized for decades. In light of this situation, brands and companies have found it necessary to adapt their advertising strategies to the imminent demand for social responsibility in a global world. Femvertising, as a marketing strategy that promotes female empowerment, results in the consolidation of global brands; however, care must be taken not to fall into the contradiction of taking advantage of the feminist cause for a business benefit commonly known as purplewashing. This research focuses its analysis, through case studies, on the problem of the contradiction of the use of the image of women as a brand positioning strategy of companies with advertising campaigns linked to the feminist movement, for profit, without any kind of social responsibility, affecting not only the movement, but also the company's own image. A feminist advertising strategy (femvertising) should be consistent with the activities and practices carried out within the organization, thus allowing not only to increase its sales, but also its brand value and market positioning.