Marketing campaigns that empower women and girls rather than perpetuating stereotypes are proving to be hits with consumers and highly effective at generating sales, according to an Advertising Week panel of industry leaders behind some of the past year’s top female-focused campaigns.
Titled “Fem-vertising: Women Demand More From Brands,” the session in New York, presented by lifestyle site SheKnows, defined the movement as “advertising that employs pro-female talent, messages and imagery to empower women and girls,” stated Adweek.
“Women control 85 percent of household purchasing decisions, and they’re also vocal about the types of ads they want to see. In a survey conducted by SheKnows, 71 percent of women said brands should be use their ads to promote positive messages to women and girls, while 81 percent said pro-female ads are important for younger generations to see,” continued the report.
“And while some people might balk and point out that advertising is a business, not a Kumbaya circle, the brands that are doing it right are also achieving amazing results,” it stated.