Have you seen any of these slogans before? She’s a Lady. #ALL GIRLS. Girl Boss Behavior. Maybe on a gigantic billboard or glowing on your screen as you scroll in bed, lit by that striking blue light? Or on a skimpy T-shirt?

The practice of promoting a product through messages about female empowerment – commonly known as ‘femvertising’ – has become a major way that brands try to attract the interest of many Gen Z females, especially in fast-fashion campaigns. For example, extremely thin models are shown wearing baby tees with so-called “feminist” slogans printed on them, like the examples above.

Brands that use femvertising

In 2021, Public Eye exposed the unethical business practices of Chinese clothing giant Shein, which is very popular with teenagers across the world for its low prices and ultra-fast fashion.

 

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More than a pretty message

Female empowerment slogans alone are not feminism. Many Gen Z girls are turning a critical eye toward what happens behind the scenes. They’re not just buying the message – they’re examining the makers. Who’s sitting at the decision-making table? Are women given space to lead, innovate and influence?

Ryleigh Lemsic, a 17-year-old student journalist, told Harbingers’: “A company that is untrue about their beliefs is one that will do anything to make a profit, and it will insert itself into every other aspect of society to do that, as long as people buy from it.”

Quality matters

In an age where performative activism runs rampant and social causes are often co-opted for profit, brands that understand women and girls’ desires and needs on a personal, social and cultural level will have broad appeal across society.

Gen Z girls can cut through the noise to determine whether a brand’s support for feminism is genuine or just another marketing tactic.

Harbingers’ spoke to Elijah Dizon, an 18-year-old student in Manila, who believes that consumers can see through the ‘real’ intentions of brands by looking at the quality of their products.

“An example of this would be local [Filipino] make-up brands. Some brands understand that women want packaging that isn’t bulky and doesn’t leak,” Elijah explained.

Equal pay

According to UN Women, the gender pay gap is still a significant problem, with women globally earning 20% less than their male counterparts. However, many companies that use women’s rights as a marketing ploy don’t make real policy changes that will actually benefit their women workers – such as equal pay, regulations on maternity leave, and ethical supply chains.

No longer willing to stay silent, Gen Z girls are demanding that brands improve the pay gap and women’s representation, consistently asking who really benefits from “women empowerment” campaigns.

Hailey Tan, a 17-year-old student, told Harbingers’: “I think brands should start by ensuring fair wages, safe working conditions and labour rights for all workers, especially women.”

She added: “They should work to increase the representation of women and other marginalised groups in their marketing and product development. Then, they can donate a portion of their profits to organisations that support feminist causes.”