Why it matters

#MeToo and TimesUP movements and Unstereotyping and Femvertising have challenged ideas about communicating with women. Feminism is now mainstream but for advertisers, the environment can feel incendiary and some brands have had to issue apologies for misguided and sexist comms.


  • Women’s lives and attitudes have undergone truly seismic shifts in the last fifteen years – marketing has been disrupted by a rebellion narrative that sought to displace the diminishing ‘Good Girl’ model of the past.
  • That rebellion has been a helpful catalyst in raising consciousness about the need to remove the worst excesses of gender limiting ideas in marketing, but it’s not sufficient as a sustainable approach. This is because it doesn’t accurately reflect the more nuanced reality of female attitudes and experiences.
  • The research suggests a new normal is emerging which necessitates a re-think of marketing to women.