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  • What does ‘authentic empowerment’ look like?
  • What does ‘authentic empowerment’ look like?
    Treefort Music Fest, Creative Commons (2017) ©

What do women want from an empowering brand?

While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?