The Cybersmile Foundation has launched the #TrollingIsUgly hashtag campaign, to help show people the harmful effects body shaming can have on people. And with 74% of British women admitting they don’t like looking in the mirror the campaign aims to encourage self-love, too.

Burger King in Russia has been forced to apologise after an ad incentivised Russian women to get impregnated by a player in the 2018 FIFA World Cup. Women globally are fed up with stereotypical portrayals in ads and are using social media to speak up.

As body ideals broaden to incorporate a range of shapes, colors, ages, and abilities, people are more exacting about the ways in which companies approach diversity. How can brands go beyond token gestures to satisfy these demands and show they have inclusivity written into their DNA?

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?