Femvertising: When Feminism Becomes a Marketing Tool
- martinagvisionfact
- Sep 18
- 4 min read
Author: Gabriela Kalinová
Introduction
The word "femvertising" is a combination of two words, feminism and advertising. Simply put, it is a marketing strategy in which brands use feminist ideas and narratives, such as women's empowerment, gender equality, or fighting stereotypes, to promote their products or services. The aim is to support women and children through empowering messages and images. Advertising is a reflection of society and used to be full of stereotypes. Women were portrayed in domestic settings, and their bodies were used to attract attention. Femvertising seeks to distance itself from this outdated, stereotypical advertising.
History of femvertising
The term was first used in 2004 by SheKnowsMedia, a company focused on women's lifestyle and digital media, as part of Dove's "Real Beauty" campaign. In 2015, SheKnowsMedia launched the first #femvertising awards, which recognized companies focused on campaigns that empower women, change gender norms, and break down stereotypes. In 2017, Libresse launched the #BloodNormal campaign, which focused on removing the stigma of menstruation in advertising and society. Instead of the blue liquid that appeared in all advertisements, they showed real blood. Their goal was to show that menstruation is normal, and women should not be ashamed of it. Nissan launched the #SheDrives marketing campaign to support a significant step in Saudi Arabia that gave women the right to drive. Nissan provided driving lessons to many Saudi Arabian women.
Benefits and risks of femvertising
Academic research has demonstrated the significant positive impact of femvertising in various studies. It confirms that femvertising leads to a stronger emotional connection with the brand and positively influences attitudes and purchasing intentions. It promotes stronger consumer identification with brands that authentically portray and empower women. It also improves brand perception. Brands that use femvertising are generally rated better. Women are more likely to buy from brands that support women. When it comes to risks, consumers can always tell when a company is not authentic and is only doing something for attention but does not really mean it. There is a phenomenon called “pinkwashing”. Companies promote progressive and inclusive campaigns for events such as "pride month," but their actions throughout the year say something else. If companies' messages are not linked to their consistent actions, it can be really damaging to their reputation.
What Makes Feminist Marketing Authentic?
Authenticity comes from being open about your brand's intentions, honest about your goals, and openly supporting women's and minority rights. Participating in protests or financially supporting them. Their actions are consistent with their campaigns. Diversity is also very important. Remember that women come in different body types, ages, races, etc., and depict different types of women in advertisements. Women must be portrayed with respect and in empowering scenarios. Companies cannot create stereotypical advertisements. One thing that is truly authentic is collaboration with feminist organizations, activists, or influencers. It shows a genuine interest in fighting for a better environment for women. Here is a list of some companies that have authentic femvertising: Covergirl with the #Girlscan campaign, Dove with #Speakbeautiful, Always with #Likeagirl, Aerie with #Aeriereal, Nike with the #Dreamwithus campaign, and Barbie with #Imaginethepossibilities.
Tips for New Marketers
First, a brand cannot be successful in femvertising if women are not involved in the process. So, take a look at your all-male workforce and try to be more diverse when hiring new people. Highlight real stories of women. Find some women with strong inspiring empowering stories and share them to the world. Involve women in the creative process of your campaign and make sure they have a say. Talk about your campaigns even after they're over. Femvertising isn't just a one-off campaign. It has to be consistent. Practice what you preach. Make sure your campaign is consistent with your internal policies. Look at equal pay and whether there are any women in leader positions. Don't start femvertising until you have everything in place. Be aware that today's consumers are informed and will immediately recognize whether your actions are purely performative or not. To avoid being perceived as performative, don't just use empty slogans about empowering women, don't rely on stereotypes, don't highlight women only on Women's Day, and don't exploit social issues for your own gain. If you're a small business without a big budget but still want to practice values-based marketing, here are few tips for you. First, you can educate your audience and raise awareness of issues through social media, blogs, or newsletters. You can volunteer to help organizations which will demonstrate your genuine commitment. Collaborate with micro-influencers or activists. Showcase your internal policies and engage your community by hosting panel discussions, Q&As on social media, or workshops.
Conclusion
Femvertising shows how marketing can influence culture when it breaks stereotypes and empowers women. When done authentically, it builds trust in the brand and creates lasting bonds with consumers. However, when it is purely performative, it risks negative reactions and a loss of credibility. Consistency is key for marketers; the message must be consistent with the company's values and activities. Brands that view femvertising as a genuine long-term commitment can build a stronger reputation while contributing to social change.
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