Femininity Rebranded

‘According to a study by The Engine Group, 86% of women believe that brands’ depictions of women do not reflect their lives, highlighting a need for businesses to reconsider how they represent and engage with women.’ This design-driven report provides brand strategies to side-step tired visions of femininity typically used in branding and communications. Through case-study analysis and expert interviews, the report provides brands with the tools to implement a bold visual aesthetic that expresses women and women’s issues in a confident and authentic manner. The research identified that the ‘pinkification’ of feminism is not only detrimental to the progression of women’s rights – it is also alienating men, therefore creative practitioners need to ensure that inclusive imagery is used throughout their comms.