As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

Despite the growing influence of social media, which often presents narrow beauty ideals, Gen Yers are feeling empowered to challenge gender norms. Girlswillbeboys is a collective that’s encouraging young women to feel confident and beautiful without a full head of hair.

For years, shaving legs and armpits has been an established part of women’s beauty regimens – and one that ramps up during the summer months. But as traditional gender stereotypes break down, nearly one in four young Gen Y and Gen Z women are going au naturel.

Who says armpit hair isn’t beautiful? & Other Stories' new campaign challenges beauty ideals by showing normal women in their underwear, complete with their 'imperfections'. The ‘For Women, By Women’ campaign aims to “portray a more diverse view on the traditional notion of beauty.”