Female Empowerment Selling Insecurity?

Some companies are specifically focusing on women empowerment campaigns because the statistics show that they are highly effective. An article suggests that companies like Dove and Always that focus on female products receive rewards and applause for their campaigns. Others are now criticizing them, stating that they are displaying women’s insecurities.

With campaigns like these growing it is starting to become a trend. Studies have even found that it has become a bandwagon where people are hopping on board because it supports consumers same beliefs.

Inside Women Empowerment

“If She’s Crying, She’s Buying” a poster on the wall that refers to a sensitive note on women. The hype is increasing with whether brands like Dove are actually supporting women or using women to increase the popularity of their brand by┬ádisplaying their flaws.

Do you think brands like this actually care about their consumers or are they just looking for the next big idea to get their consumers to buy?

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2 Responses to Female Empowerment Selling Insecurity?

  1. Erin Mondt says:

    I think the advertisement industry has made it really hard for young women to feel confident in their own skin. We are constantly compared to models on T.V., women in magazines and that perfect face we see on a billboard. It is especially easy for young teen girls to feel insecure and discouraged when they look in the mirror, and I think Dove and Always were the first major companies to highlight our imperfections in a positive way. I do think that these brands truly care about their consumers, because they are doing their best to connect with them by making them feel more beautiful. However, I do see that there is definitely a very strategic approach behind these campaigns, because at the end of the day they are trying to sell their product. These campaigns have done a great job at highlighting gender equality and showing that beauty is what’s on the inside, not just the outside. I think they are very positive campaigns overall, and are sending great messages to young women who face different challenges each and everyday around the world.

  2. Breanna Johnson says:

    Brands are not exploiting women’s insecurities by marketing to them in this way. They have just done their research and found a better way of communicating to women. When the idea first got started, with brands like Dove making it popular, it was highly effective and other organizations started taking notice. Now, however, it has become a bandwagon trend with organizations using the same tactics to communicate with women and it’s getting a little sloppy. While in the beginning it was very specialized, with companies researching their clientele and finding a message that best suited them, it has now become a generic message that everyone is using because it worked for certain brands. They are just repeating what others are saying and hoping for the same response. I think this form of advertisement can advance with more research to see if the audience’s way of thinking has changed and if they respond the same way to this form of advertisement and communication as they did before.

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