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?

From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?

The UK-based non-profit organisation, Girlguiding, is helping young girls engage with nature, adventure, and education as a way to inspire and embolden. In its first national campaign, Girlguiding is relcaiming the phrase 'know your place', as an empowering term associated with adventure and exploration.

At the 2016 Emmys, the audience was treated to a showreel of the male nominees’ performances – but female nominees weren’t afforded the same privilege. Netflix’s mid-award spot, named ‘She Rules’, further demonstrated the platform’s ability to challenge traditional television.