From sportswear to cosmetics, brands love telling women they are strong and empowered. But women can spot inauthentic, performative messaging a mile away. New research by Macquarie University Ph.D. student Vu Phuong Uyen Ho and marketing experts Dr. Syed Rahman, Professor Jana Bowden and Professor Jamie Carlson reveals six make-or-break factors that determine whether gender-equality advertising builds loyalty or triggers backlash.
Prove it or lose her: The new rules for advertising to women
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