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?

PepsiCo’s CEO Indra Nooyi has announced that the company will be launching a line of snacks aimed specifically at women, whom she believes don’t like snacking in public. But this move could backfire, with research suggesting that women are more receptive to ungendered products.

International Women’s Day saw the release of feminist stickers for Kim Kardashian’s Kimoji app. But following her denial of the feminist label, people are accusing her of co-opting the social cause for her own profit, while sparking discussions around modern feminism.

Christmas can be a stressful time – something many more women than men recognise. In the run-up to the big day in 2016, M&S is winning over women across the UK with a spot starring Mrs Claus instead of her husband, reminding them that it knows who the real heroes of Christmas are.