International Women’s Day and Women’s History Month aren’t just about celebrating women’s stories, they are a battle cry for positive change as women continue the fight for gender equality. Digital marketing has become an undeniable force for change, a platform where voices can be amplified, narratives can be rewritten and women can be truly seen and valued.
For too long, advertising has perpetuated outdated and harmful stereotypes of women as the fairer sex, as hysterical homemakers and objects of the male gaze. A 2025 study from the Advertising Standards Authority in the UK reported that 57% of women are still preoccupied by the depiction of women and girls in advertising, particularly in relation to unrealistic body image and objectification. Women seek authentic representations that acknowledge their intelligence, capabilities and economic power. They want to see their diverse experiences, lifestyles and complexities reflected in the media they consume.
Brands have the power and budget to exert significant social influence. With this influence comes the crucial responsibility to drive meaningful change for equal representation and inclusivity. This isn’t just about empowering women; it’s a collective imperative – a societal shift where equality isn't just a goal, but a reality for all.
Gender in advertising: How it started. How it’s going.
Advertising plays a significant role in the social construction of gender from childhood. Little girls are passive and quiet, playing house, while boys run wild around outside. Teenage girls are often reduced to their physical appearance, ignoring their intellect and other aspects of their identity, while teen boys are shown as athletic and assertive. Mothers are depicted as nurturing and devoted to the home, while fathers are portrayed as playmates or coaches.
This pattern reinforces masculine dominance and female submissiveness. Men are frequently depicted driving, playing sports or focused on work, while women are more likely to be cast in domestic roles, responsible for shopping or cleaning. Generalised preconceptions discount the feelings and experiences of women and limit their potential. Even seemingly positive portrayals, such as the "superwoman" stereotype, are problematic, as they create unrealistic expectations for women to excel in both their career and family life.
Studies by anthropologist Margaret Mead in the 1930s demonstrated that gender is largely a learned behaviour, shaped by cultural norms and expectations. By recognising that gender is a social construct, marketers can use digital platforms to dismantle bias, challenge harmful narratives and promote more equitable representations of women.
The Power of the Female Consumer
Women control 80% of consumer spending globally. They make more purchasing decisions than men for household and travel expenses, positioning them as a fundamental target audience.
Accurate portrayals of women in the media reflect the multifaceted realities of their lives and represent women of all ages, ethnicities, body types and abilities. When women see themselves in the media as positive role models, it increases the likelihood of a long-term brand relationship.
Authentic representations of women create a connection, leading to increased brand identification and intent to purchase. Brands that prioritise gender diversity have a positive public perception that results in stronger customer engagement and elevated brand image.
Empowering women is not just a matter of social responsibility; it’s about listening to consumers, who increasingly favour companies that reflect their values and the diversity of the world around them. According to a 2022 Deloitte survey, 57% of consumers demonstrate loyalty to businesses that commit to addressing social inequities. This trend is amplified within younger demographics, with 70% of Gen Z consumers actively seeking out brands that demonstrate emotional intelligence and a genuine commitment to social issues.
According to the Geena Davis Institute on Gender in Media, a staggering 66% of women switch off films or television shows that negatively stereotype them. Additionally, 85% of women say film and advertising need to catch up to the real world when depicting women. These numbers aren’t just statistics; they're a collective “enough is enough” from women everywhere.
How does Femvertising Empower Women in Digital Marketing?
Coined by SHE Media in 2014, Femvertising is “advertising that employs pro-female talent, messages and imagery to empower women and girls”. This strategy authentically engages female consumers by challenging traditional gender stereotypes, championing female empowerment and inspiring women of all ages.
Moving beyond representation and building a genuine connection with female audiences requires actionable strategies. Let’s explore some of the core pillars of Femvertising and commendable campaigns that have resonated with women on a deeper level.
Smash Stereotypes
Digital marketing must transcend traditional gender expectations and reveal the full spectrum of female power, intelligence and ambition. Campaigns should reflect the reality of women’s diverse interests and abilities, showing women as athletes, innovators, mechanics and the architects of their own lives.
The 2014 “Like a Girl” campaign by Always ignited a global conversation about gender equality, winning the coveted Grand Prix at the Cannes Lions International Festival of Creativity. The campaign posed the question of what it means to do something “like a girl,” revealing a stark contrast between the flimsy actions offered by adults and boys compared to the fierce, confident responses of young girls. It exposed the damaging impact of how a common idiom reinforces the idea of female weakness. By championing female confidence, the campaign revealed a dramatic shift in attitudes – tripling positive associations with the phrase “like a girl” to 76%.
Normalise Normal Women
For young women who are forming their identities, the media can profoundly shape self-perception and impose unrealistic expectations. Digital marketing has a responsibility to champion diverse female talent that represents women of all ages, races, ethnic backgrounds, body types and abilities, and create stories that affirm their worth, inspire their ambitions and build their self-confidence.
Over 20 years ago, the “Dove Campaign for Real Beauty” highlighted how unrealistic beauty standards and airbrushed AI filters impact the confidence and mental health of women. By challenging the status quo that women should be ashamed of their imperfections, the brand’s initiatives show a diverse representation of women, all proudly flaunting their bodies. By promoting a more inclusive definition of beauty and exposing the extent of digital manipulation in the beauty industry, Dove has continued to challenge unattainable beauty standards and inspired other brands to follow suit.
Let’s Talk About Women’s Issues
For decades, women’s issues such as periods, pimples and perimenopause have been treated as taboo in advertising. Marketing campaigns that bring these ‘hidden’ experiences into mainstream conversation help to dismantle social stigma, promote open dialogue, raise awareness and drive social change. These messy, unspoken truths need to be seen, heard and normalised. Telling authentic stories that genuinely resonate with the diverse experiences of women can foster deeper connections and build trust.
In 2015, the “Look at Me” campaign for Women’s Aid brought the traditionally taboo subject of domestic violence into the public eye. The campaign featured interactive billboards displaying an image of a woman with visible signs of abuse. When people stopped to look at the ad, the bruises appeared to fade, emphasising the importance of acknowledging domestic violence. By reclaiming the narrative, the campaign sparked widespread discussions, broke down stigma, empowered survivors to speak out and encouraged the wider public to take action.
Show Us Your Role Models
Representation is more than a marketing buzzword, it’s showing women what they can be. One of the most powerful sources of inspiration for women are role models. By sharing the stories of successful female figures and applauding their achievements, brands can create powerful narratives about empowerment and challenge stereotypes to inspire young girls to believe they can achieve anything.
Nike’s marketing strategy over the past 30 years demonstrates the brand’s significant evolution in female representation. The “Let Me Play” campaign from the mid-1990s signalled a shift from the hyper-masculinity that had long defined the company, highlighting the crucial role of sports in building confidence in girls. This commitment to empowerment continued with “Better for It”, which promoted an inclusive perspective of women’s fitness while connecting a global community of female athletes. “Dream Crazier” aligned itself with the unapologetic excellence of tennis GOAT Serena Williams and drew attention to the double standards women face in sports. The “Goddess” campaign has also evolved from addressing how the Nike brand communicates with women within its retail spaces to artistic performances celebrating female empowerment.
Real Representation Requires Real Change
Flaunting strong slogans in brand communications without changing internal practices is disrespectful and counterintuitive. Brands that churn out stale stereotypes and tokenistic representations can cause offense and lead to negative reviews reactions, as audiences are increasingly savvy in evaluating authenticity and can identify nuanced differences between performative wokeness and genuine messaging.
True representation needs to be integrated into the core narrative, rather than being a symbolic gesture. Brands must build women into the process, not just the results. Real change begins internally. Women need to be in the room when decisions are made, behind the camera, in the studio and on the board.
Creating authentic campaigns relies on diverse teams with valuable perspectives. Empowering women in digital marketing necessities an internal culture that supports equality and inclusion by establishing flexible hiring and work-life policies, promoting upskilling, ensuring equal remuneration and fostering a culture that values diverse perspectives.
The Future is Female
Despite persistent pay gaps, leadership barriers and workplace biases, women are expanding their influence in digital marketing. Women dominate content creation, social media and brand storytelling, which are now among the most powerful marketing strategies. According to a Collabstr 2023 Influencer Marketing Report, 77% of influencers actively monetising their content are female. More women are also establishing their own agencies, consulting firms and brands to fully rewrite the rules of the industry.
Authentic representation, real stories and positive messaging are key to connecting with today's female audience. If you need guidance on developing a marketing strategy that resonates with women, contact Loqui Media.
