Prove it or lose her: The new rules for advertising to women

New research from Australia reveals six make-or-break factors that determine whether gender-equality advertising builds loyalty or triggers backlash. 

The study – by Macquarie University Ph.D. student Vu Phuong Uyen Ho and marketing experts Dr Syed Rahman, Professor Jana Bowden and Professor Jamie Carlson – is published in the Journal of Business Research. 

As brands increasingly embrace ‘femvertising’ to cut through crowded markets, the stakes are high. Get it right and brands are rewarded with loyalty and advocacy. Get it wrong and they face backlash. 

Cracking the code of gender-equality advertising 

Professor Jana Bowden from the Department of Marketing at Macquarie Business School says the blueprint for effective empowerment advertising is clear. 

“Women respond positively to messages that feel authentic, show real commitment, genuinely empower, represent diverse realities and offer transformative potential,” she says. 

“They want brands to deliver on moral and ethical standards, not just talk  

about them – because talk is cheap.” 

Consumers, she adds, are increasingly sceptical of advertising claims. “Customers are quick to tune out ads that [use]feminist themes to boost brand image, without a genuine commitment to gender equality and real-world change. They’re looking for consistency and credibility.” 

The femvertising formula: Six steps to brand success 

The study, titled ‘Perceived Femvertising: Measurement and Implications for Brand Performance’, identifies six core factors that shape women’s responses to empowerment advertising. 

These form a practical measurement scale for assessing campaign effectiveness: 

• Authenticity: Whether portrayals of women feel believable and credible. 

• Commitment: Whether the brand actively supports women’s rights, inclusion and progress beyond advertising. 

• Empowerment: Whether women are shown as confident, independent and capable of occupying any role. 

• Compliance: Whether the brand adheres to advertising standards and ethical guidelines promoting gender equity. 

• Representation: Whether diverse identities, backgrounds and appearances are meaningfully portrayed. 

• Transformation: Whether the campaign challenges outdated gender norms and promotes lasting social change. 

Says Bowden: “Advertising that delivers on these factors drives loyalty, advocacy and engagement. 

“Get the fundamentals right and empowerment messaging works. Ignore them and even the most polished campaign can fall flat or backfire. Women want meaningful brands that take real action, not ones that pretend to care. If your brand can’t pass this test, don’t run the ad.” 

You can find out more about the research here.