From Social Movement to Marketing Strategy: A Study on How Femvertising Balances Consumer Demands, Commercial Success, and Feminist Ideals

Abstract

Purpose - This study explores how the use of femvertising by brands, particularly through the case study of Female Invest, aligns with evolving consumer demands and contributes to both commercial success and the advancement of feminist ideals in the context of fourth wave feminism. The study aims to understand the effectiveness of femvertising in building brand identity, fostering consumer engagement, and promoting gender equality.

Methodology - The study is formed by a social constructivist approach, investigating the social phenomenon of femvertising as a result of fourth wave feminism and its effect on consumer behavior. The research adopts a mixed-methods approach, integrating both qualitative and quantitative data collection and analysis. The study is structured as a case study around Female Invest, incorporating desk research, semi-structured interviews, a questionnaire, and a focus group interview.

Theory - The study draws on research about femvertising and fourth wave feminism. The study examines post-neoliberalism and social movement theories to understand the broader societal dynamics enabling the rise of femvertising. Various theoretical and analytical frameworks are applied to examine Female Invest’s strategic communication, including Naming & Framing by Smith (2021), Orquin & Loose (2013)’s visual literacy framework and a discourse analysis by Laclau & Mouffe (1985). The research also applies theory on the new media landscape (Etter et al., 2019), brand communities (Muniz & O’Guinn, 2001) and the Customer-Based Brand Equity (CBBE) model (Keller, 2009) to examine the impact of femvertising on brand salience in a digital society affected by fourth wave feminism.

Findings - The findings reveal that the use of femvertising, exemplified by Female Invest, meets evolving consumer demands by challenging traditional gender roles and promoting gender equality. Their strategic use of Instagram facilitates active engagement and user-generated content, strengthening brand loyalty and advocacy. However, the study also highlights potential drawbacks, such as the risk of alienating male audiences and the challenge of maintaining authenticity amidst commercial objectives. The analysis underscores the dual nature of femvertising, which can simultaneously advance gender equality while potentially reinforcing gender divisions. Furthermore, the study emphasizes that brands employing femvertising must authentically commit to their brand promise to avoid the commercialization of social issues and ensure that their advocacy results in meaningful societal change.