Millions of people worldwide participated in January's anti-Trump march, and brands stood with them – at least in spirit – to show solidarity. But what does it mean for a brand to participate in an event that, by its nature, is about physical attendance and a frustration with higher powers?

After Hollywood producer Harvey Weinstein’s history of alleged sexual misconduct was bared to the world, social feeds were flooded with a singular expression: #MeToo. The hashtag went viral, inspiring over half a million tweets in just 24 hours, but can people really find solace in an online trend?

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?

Tupperware has been encouraging women to sell its plastic kitchenware and seize economic power in the household since the ‘50s. And with gender equality almost achieved in the Western world, the brand has now set its sights on developing countries. But does empowerment still sell?