With International Womens Day last week I thought it would be interesting to shine a light on the positive impact that brands can have in the the female equality and empowerment space.
Business and brands are demonstrating that they have a role to play in shaping social issues such as female equality and empowerment and messaging around this space is increasing. These conversations seek to connect and engage with consumers on a deeper and more authentic level in a hope to win customer loyalty but it also gives brands an avenue to live their brand values.
Brands should remember to proceed carefully and ensure that any voice in the conversation that tackles social issues needs to be authentic.
- If you have a voice about an issue it must be real and align with your organisations values. If it’s not a view point that can be supported by the action of the brand, consumers will soon see through the message as gimmicky marketing messages which will lead to distrust.
- Avoid cliches and demonstrate a deeper level of thought and meaningful conversations. What does the issue really mean to consumers or to your organisation?
- Communicate in a personality and tone of voice that aligns with your brand – it should feel like a natural extension.
There is still a long way to go before we reach real gender equality but there is no doubt that brands will continue to play an important role in shaping and influencing this societal shift.
The following are some of my favourite campaigns that shine a light on equality and champion and empower women.
When you’re looking through these think about what messages your brand sends about female equality.
P&G – #WeSeeEqual campaign to fight gender bias
In honour of International Women’s Day, Procter & Gamble (P&G) has launched a new corporate #WeSeeEqual campaign aimed at uncovering gender bias.
Sport England’s “This Girl Can”
See our article on this campaign here.
Procter & Gamble’s #LikeaGirl
United Colors of Benetton promotes gender equality in India
Western Union – pushes gender equality by focusing on education
UN Women – The Autocomplete Truth
Dove – Real Beauty
Cardstore – World’s Toughest Job
See our previous post on this here.
Gisele Bündchen– I Will What I Want
This video shows the comments model Gisele Bündchen received in real-time as she punched and kicked a punching bag.
Director of Brand Projects