ARTICLES by KATIE MARTELL:
The New Rules of Using Feminism in Advertising, Chief Marketer Magazine, May 30, 2018
Where Did “It All” Go Wrong — Lean Cuisine’s Femvertising Campaign, Medium, May 29, 2018
How Should We React to Jane Walker? A Scorecard for Marketing to Women, LinkedIn, March 5, 2018
The Marketing Trend We Should Leave Behind in 2018, LinkedIn, December 4, 2017
Dove’s Ad Blunder Shows the Bar is Set Higher for Marketing to Women, LinkedIn, May 13, 2017
The $12 Trillion Female Empowerment Narrative Opportunity - and its Exploits, LinkedIn, February 4, 2017
The Illusion of Progress in Marketing to Women, LinkedIn, July 1, 2016 (where it all began.)
TheNewsWorthy, March 7, 2019: International Womens Day + Ads
PuroMarketing, March 5, 2019: Feminismo y publicidad: por qué las marcas deben cuidar lo que dicen durante la semana del 8 de marzo
The Drum, Marcy 4, 2019: Marketing’s ‘faux-feminism’ problem on International Women’s Day
ChiefMarketer, June 21, 2019: Experts Weigh In On Marketing to Women in the #MeToo Era
The Drum, March 19, 2018: Lessons from International Women’s Day: when is it ok to get involved as a brand?
BizJournals, November 22, 2017: Feminist onscreen, mostly male in the boardroom: Digital marketer calls out hollow promises of 'femvertising'
How do we, as consumers and marketers, measure up a femvertising campaign against this spectrum?
By asking hard questions:
If mostly “no’s” – This company is paying lip service to feminism. This is “faux-feminism” and a gimmicky marketing campaign meant to cash in on the women’s rights movement by earning free press. If you’re evaluating your own firm against this checklist, and reach mostly “no,” it’s likely best to pursue another narrative in your campaign.
If mostly’s “yes’s” – Fist bumps all around. This is a champion of women’s rights, a company putting their money where their mouth is and creating real change in the world through their actions. They deserve to be celebrated for using femvertising to grow their brand equity and awareness.