The linking of the word empowerment to marketing messages that actually do the complete opposite is a bad cultural habit. Is it because a lack of creativity or worse, is it a cynical ploy to play into people’s insecurities and sell products? Either way, one too many brands which claim to be empowering people only to push one-dimensional marketing campaigns and or imagery that does anything but. Let's explore why.
A gender-specific issue?
While this isn't an issue limited to one gender, it can affect women in particular. The co-opting and corrupting of feminism by advertisers is nothing new. Indeed, it goes back a long way. However, the enthusiasm in recent years with which brands have tried to market their products using imagery or language that effectively puts women into a box falsely labelled as empowering is worrying.
Within the wellness industry, many brands try to sell products using images of women dressed up impractical workout gear or bikinis, using airbrushed images with makeup and hair extensions simply isn’t empowerment. It’s inauthentic, and could be seen as an attempt to sell products by tapping into the fears and concerns of women. The same thing could be said of using marketing images of men with perfect six packs or huge muscles.
There is another way
While you may feel that the word empowerment has been hijacked, there are brands who are trying to do it the right way. Innermost focuses on the deeper benefits of being fit and healthy. Sure, it’s great to look good, but only because it should give you more confidence. Most importantly, looking good should to be a byproduct of being fitter and healthier, which will allow you to do more in your life and achieve what you want to achieve.
As a brand, we're committed to leading the way and highlighting what real empowerment means through the things we say and do. The next time you see a brand claiming the word empowerment, ask yourself whether it’s real empowerment you’re seeing, and don’t let yourself be fooled. Reward those companies that get it right and maybe we'll see more of the right sort of messaging in the future that really does empower us all.