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?

The gender divide in the toy industry is easy to spot: trucks for boys and dolls for girls, with research showing a stark divide in imagery used in catalogues too. But change is afoot, with marketers and brands increasingly adopting a more gender-neutral approach to toy advertising.

The weights section of the gym used to be dominated by men who flaunted their muscles and machismo. But with increasing numbers of young women building their physical and mental strength through weight training, girls who lift are challenging outdated ideals of the female form.