Today, more than half of key purchasing decisions are made by women. As their piece of the purchasing pie grows, women are increasingly demanding that brands build more respectful and empowering messages and images into their ads that target women. Thus, femvertising is born! Femvertising is advertising that employs pro-female talent, messages, and imagery to empower women and girls. Here are 3 examples of brands that are using advertising as a way to challenge gender norms and empower women.
Originally played during Superbowl XLVII (2014), the video made by filmmaker Lauren Greenfield recruited women, men, boys, and girls and asked them to show what it physically meant to run like a girl or throw like a girl. The adults mugged for the camera – throwing and running, looking weak and embarrassed; but the young girls asked to do the same things ran and threw hard and fast. The result: viewers were forced to consider that doing things “like a girl” should be seen as strong, not pathetic.
HelloFlo’s “First Moon Party”
“First Moon Party” tells the cringeworthy and hilarious story of a tween girl who fakes her first period by putting red glitter nail polish on a pad. Not convinced, her mother throws her a mortifying “First Moon” celebration, complete with pin the tampon on the period and a game of bobbing for ovaries. What a way to celebrate becoming a woman!
Ram Trucks’ “Courage is Already Inside”
In a change from traditional truck advertising, the 60-second “Courage is Already Inside” spot is an empowering message that reminds women that they have what it takes to break stereotypes and achieve their goals. This ad aims to destroy the misconception that women aren’t as brave as their male counterparts and reminds viewers that women serve in the military, hunt and, yes, drive pickup trucks.
Here are the Facts…
According to Gallup, the average American woman is expected to earn more than the average American male by 2028. 51% of U.S. Private Wealth is controlled by women, women account for over 50% of all stock ownership in the U.S. and control more than 60% of all personal wealth in the U.S. Talk about girl power!
What does this mean for the advertising industry? In a survey done by SheKnows Media, 52% of women said that they have bought a product simply because they like how the brand and their advertising portrays women. That’s huge! Bottom line, not only does is fiscally make sense to advertise to females, but it’s also important to give girls and young women role models to look up to.
What are your thoughts on Femvertising?
–Kyndall DySard, ’17