Over the last couple of decades, we’ve seen a rise in femvertising – a form of marketing that promotes women, their talents, and their empowerment. Iconic campaigns like Dove’s ‘Real Beauty’, Nike’s ‘Believe in More’, and Always’s ‘Like a Girl’ have put women at the forefront, celebrating their strength, beauty, and achievements. These campaigns are widely regarded as a milestone in the evolution of advertising, positioning women as powerful symbols in popular culture.

And the results speak for themselves. Research shows that brands that use inclusive advertising—particularly those that showcase women’s voices – can increase their reach and build stronger brand salience. When done right, femvertising can be a compelling way to engage consumers and make a positive societal impact.

However, a subtle but significant shift is emerging. The conversation is moving beyond simply promoting women to a broader, more complex topic: gender equality. This shift raises an important question – How do consumers truly feel about brands that promote gender equality, beyond the surface-level notion of empowerment?

The Data: What Do Consumers Really Think? 

We recently asked 2,000 people a simple question:

“I would be more likely to buy from a brand that promoted gender equality.” 

The results were eye-opening. 

• 38% agreed with the statement.
• However, a significant 62% disagreed or were unmotivated by it:

  – 20% disagreed.

     – 43% neither agreed nor disagreed or didn’t know.

At first glance, these numbers seem surprising, especially given the strong push toward inclusive advertising. But they underscore a crucial distinction: gender equality is a deeper, more structural concept than femvertising. It goes beyond putting women on the cover of an ad or in a powerful tagline. It addresses systemic issues like equal pay, equal representation in senior leadership, and creating opportunities for women to succeed across industries. 

Femvertising: Powerful, But Not Enough 

Femvertising certainly has its place. It amplifies women’s voices and boosts visibility, helping to create a more inclusive cultural narrative. However, promoting women through advertising, while important, doesn’t equate to addressing gender equality at a societal level. The former is about showcasing empowerment, while the latter is about creating meaningful, structural change—something that’s harder to communicate in a 30-second commercial or an Instagram post. 

So, while femvertising might increase reach and build brand salience in the short term, brands face a challenge when it comes to extending that conversation to the deeper, more complex topic of gender equality. 

The Need for Brand Congruency 

This is where brand congruency becomes crucial. Consumers today are highly attuned to whether a brand’s actions align with its messaging. If a company promotes women in its ads but doesn’t reflect that commitment internally – whether through equal pay policies or gender-balanced leadership teams – its messages will ring hollow. Diversity-washing, or simply adopting a trendy stance without backing it up with real action, is something consumers are quick to call out. 

This highlights the importance of anchoring in communications. Brands need to anchor their messages in what they actually do, not just what they say. Real, sustained change can’t be achieved with marketing alone. It requires businesses to integrate gender equality into their core practices and values. 

The Role of Social Proof & Shifting Societal Attitudes 

Another key takeaway from this data is the role of social proof. If consumers see their peers supporting gender-equal brands, they’re more likely to follow suit. Brands that lead the charge on gender equality not only improve their own reputation but can influence broader societal attitudes. This is especially true as younger generations, like Gen Z and Millennials, continue to demand greater transparency and ethical behaviour from the companies they support. 

As the data suggests, 38% of consumers are more likely to support brands that promote gender equality, but that number is even higher among younger consumers. This represents a significant opportunity for brands that can authentically embrace gender equality—not just through their advertising but through comprehensive, long-term initiatives that demonstrate real progress. 

Moving Forward: The Challenge for Brands 

The conversation about gender equality is evolving, and brands need to keep up. Femvertising has played a critical role in amplifying women’s voices, but promoting gender equality is a more complex, multifaceted challenge. To genuinely resonate with today’s consumers, brands must move beyond the surface level and communicate their commitment to equality in ways that feel authentic, backed by real action, and integrated into their business strategies. 

The data may show some mixed feelings from consumers, but it’s clear that the companies who go beyond token gestures and take concrete steps to address gender equality will be the ones who earn long-term loyalty and drive meaningful change. 

Key Takeaways for Brands: 

• Femvertising is powerful but doesn’t automatically equate to promoting gender equality.

   

• Gender equality is a deeper, structural concept that requires brands to take action beyond advertising. 

• Brand congruency and authenticity are essential to making gender equality initiatives resonate with consumers. 

• Brands should be prepared to shift societal attitudes and lead by example through social proof. 

• The younger generation is looking for brands that are actively driving positive change.

By embracing these principles, brands can effectively navigate the evolving landscape of consumer expectations and champion gender equality in ways that resonate with their audiences.