Monthly Archives: September 2014

AdAge & Girl-Power Marketing

My favorite excerpt from an article in this mornings’ AdAge newsletter, by  & . It describes a new era of girl power with exactly the right candor and passion. An issue we all need to champion, without the labels and the stigma of “feminism”:

Don’t call me feminist

Feminism is as prevalent — or even more prevalent — as a marketing theme as it was in the heyday of women’s rights pioneers like Gloria Steinem, but it has taken a 180-degree twist in tonality. The stridency of “You’ve come a long way, baby” has given way to an inclusive message of female empowerment. Today’s Enjoli woman wouldn’t just bring home the bacon and fry it up in the pan; she’d also conduct a cooking class for young girls aspiring to be chefs.

GoldiBlox won Intuit's contest for a 2014 Super Bowl spot.
GoldiBlox won Intuit’s contest for a 2014 Super Bowl spot.

“I don’t think anybody wants to talk about feminism anymore,” said Ms. Swanson. “It’s one of the most misunderstood and controversial words out there. [But] if you talk about it as ‘girl power,’ that’s purely positive. At its heart it’s not that different from feminism, but it is a fresh new way to think about it … The key is, can advertising get to a point where women are in leadership [roles], where women’s perspectives inform the ads, and the products aren’t actively dangerous to the health, safety or equity of women?” said Ms. Pozner [founder and executive director of Women in Media and News]. “Until Donna Draper is making as many decisions over the content of advertising as Don Draper, and the products being sold don’t sell women out, then this trend is nothing more than another selling tool — and that tool won’t work very well in the long run.”

Update: Emma Watson’s #HeforShe campaign is another example of the evolution of the “feminist” and the power of joining hands across the gender divide against a common cause. Girl-power, indeed!

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