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Feminism-as-marketing is a trend that has gathered pace over the last few years. What is it, what what's behind it? A talk by @louisedoherty and @sarahjanecass on how brands are jumping on the feminism bandwagon, and the role that social media and celebrity endorsement of feminism has played. Is this trend a good or a bad thing for equality? This talk was given on 05.09.2014 at Bestival's Bestiversity tent as part of Feminism Friday.
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Brands Like Beyoncé | #BrandsLikeBeyonce The intersection of feminism, brand marketing and celebrity
@sarahjanecass & @louisedoherty | Bestiversity @ Bestival 2014
#BrandsLikeBeyonce
Being a feminist is cool again!
#BrandsLikeBeyonce
Campaigns create community on social media
Lean In: #BanBossy
#BrandsLikeBeyonce
Community + tech = highlighting inequality
#BrandsLikeBeyonce
Publishers are starting to notice…
#BrandsLikeBeyonce
#BrandsLikeBeyonce
And so are brands. Big brands.
#BrandsLikeBeyonce
Always: #LikeAGirl
#BrandsLikeBeyonce
Under Armour: #IWillWhatIWant
#BrandsLikeBeyonce
Pantene: #ShineStrong
#BrandsLikeBeyonce
Is adland’s brand of feminism helpful?
Highlighting ‘harmless’ language has consequences
Shows skill should be more important than gender
Points out practical changes you can make
Affinity with characters, and awesome role models
Aren’t you just trying to flog me sanitary towels etc?
I’m not allowed to apologise now?
So glad men will still hug me in bed though!
Did I need permission to defy convention?
My own words are the root of inequality?
!
#BrandsLikeBeyonce
Brands’ feminism is flawed, like Beyoncé
#BrandsLikeBeyonce
Do Beyoncé’s feminist flaws matter?
#BrandsLikeBeyonce
Dispute the methods… but REACH
“A word with a complicated history reclaimed by the most powerful celebrity in the world. And then she projected it — along with its definition […], into the homes of 12 million unassuming Americans. Beyoncé would become the subject of two-thirds of all tweets about feminism in the 24 hours after her appearance….
“No, you don’t have to like the way Beyoncé writhes around in that leotard […] but whether you like it or not, she’s
accomplished what feminists have long struggled to do: She’s reached the masses. “Sure, it’s just the VMAs,” says
[Jennifer] Pozner. “… through her performance millions of mainstream music fans are being challenged to think about
feminism as something powerful, important, and yes, attractive.”
http://time.com/3181644/beyonce-reclaim-feminism-pop-star/
#BrandsLikeBeyonce
Flawed, but fantastic
Global brands might be jumping on the feminism bandwagon, with cynical ‘women’s messaging’ ad campaigns flogging
female products, using debatable definitions of feminism and solutions we might not like…
!… But you cannot argue with reach. That brands are putting
significant budget behind these campaigns means more opportunities for non-feminists eyes to be opened to how gender
roles shape society, and disadvantage men and women. !
Whether it’s brands or Beyoncé embracing feminism, it can only be a good thing. !
!Their voices plus our voices multiplied by the unstoppable force
of social media mean that feminism is BACK, in a big way.
#BrandsLikeBeyonce
What can you do?
Check out The Telegraph’s Wonder Women & Guardian’s
Women section !
Hunt down and share these ad campaigns on
your social networks
Follow our #BrandsLikeBeyonce Twitter list of awesome
women
Sign the No More Page 3 Petition (and buy a tee, especially
this one)
Stop saying sorry…!
1. 2.
3. 4.
5.
#BrandsLikeBeyonce
Reach! We’re BACK
@sarahjanecass & @louisedoherty
