"Considering that we live in a capitalist society, here’s what I want to happen next: I want these brands’ competitors to notice how wildly popular these stereotype-smashing commercials have been and then shamelessly copy their style. Maybe they can even up the ante—this is all about the competition, after all—and bring in additional marginalized communities to tell the world to quit messing with them, too. Maybe they can hire women to write, direct, and produce these ads, tipping the imbalance of the film industry, where men outnumber women five to one.
Then I want these companies to realize that they can never go back, that the reason this marketing strategy works is the same reason that reversion to stereotypical tropes won’t: we’re watching. And hypocrisy makes a hell of a brand loyalty killer.
Speaking of hypocrisy, media analyst and founding president of the Women’s Media Center Carol Jenkins pointed out to me that when it comes to empowerment-based marketing, ‘Any promotional effort should be accompanied by on the ground support for women and girls’ organizations and support groups.’”