You’ve probably noticed a surge of feminist-focused advertisements lately. From Pantene to Always to Verizon, companies are doubling down on the power of the female consumer in the most direct way possible. It’s probably a smart bet, according to a survey by marketing firm Good.Must.Grow: Sixty percent of respondents said buying goods from socially responsible companies is important to them. And what better socially responsible cause than the empowerment of women?
Here’s the thing: Not everyone is ‘buying it.’ As Mic.com’s Senior Editor Elizabeth Plank points out:
“What’s this trend of telling women they need to change the way that they are, while we let men do what they want?”
Fusion’s Alicia Menendez sat down with Plank and brand specialist Chelsea Krost to discuss who’s really benefiting from these ads: Women, or the mega-brands behind them?
Credit: Cleo Stiller, Johanna Rojas