Female Empowerment As a Brand Marketing Strategy

Abstract

The digital world has become a larger stage for the growing presence and influence of women, who have been using digital platforms to express their voices, connect with others, and promote social change. At the same time, brands have recognized the importance of promoting not only their products, but also messages of gender equality and empowerment. However, some of these approaches may be perceived as superficial or opportunistic. This critical reflection aims to explore the intersection between the digital world and the female experience, examining how brand strategies can either promote or hinder gender equality. By analyzing the challenges faced by women in the digital realm, the opportunities for digital activism, and the risks associated with pinkwashing and market feminism, we seek to understand how brands can play a constructive role in female empowerment.