What do women want from an empowering brand?
6 Nov 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?

Kayla Evans

Kayla Evans, from Douglasville, GA, is a social and cultural psychology master’s student at The London School of Economics. She first studied psychology at Harvard College and has since been interested in understanding why people trust and distrust. In her free time, Kayla enjoys (online) live music, scoping out new coffee shops in whichever city she finds herself in, and going on not-too-long-distance runs.