Then President Donald Trump happened. 

With his surprising majority of white female voters, you could envision a future in which brands thought it wiser to be more subtle or even go retro, placing more emphasis on Father Knows Best.

But that wasn't the end of the story. The day after Trump's inauguration, millions of defiant women flooded the streets, offering a staggering glimpse of their political and economic power. The Super Bowl came next with politically confrontational ads, including one about equal pay from carmaker Audi. On International Women's Day, brands like Stacy's Pita Chips and Western Union clamored to position themselves as front row cheerleaders in the fight for gender equality. Read more...

More about Ads, Gender Equality, Gender, Business, and Advertising'>
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The tricky art of marketing women’s empowerment in the era of Trump

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Just six months ago, millions of Americans thought they were on the brink of electing the country’s first female president. Marketing so-called empowerment to women had already become fashionable; a historic victory by Hillary Clinton would’ve made the strategy a no-brainer. 

Then President Donald Trump happened. 

With his surprising majority of white female voters, you could envision a future in which brands thought it wiser to be more subtle or even go retro, placing more emphasis on Father Knows Best.

But that wasn’t the end of the story. The day after Trump’s inauguration, millions of defiant women flooded the streets, offering a staggering glimpse of their political and economic power. The Super Bowl came next with politically confrontational ads, including one about equal pay from carmaker Audi. On International Women’s Day, brands like Stacy’s Pita Chips and Western Union clamored to position themselves as front row cheerleaders in the fight for gender equality. Read more…

More about Ads, Gender Equality, Gender, Business, and Advertising

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