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?

A polarising advert from Hamburg-based gym Fitness & Friends was awarded the unenviable title of 'most sexist' campaign in Germany. But having drummed up a media storm through its ethical transgressions, the gym then used its platform to draw attention to its good deeds.

Media from the past can often strike a sour chord when viewed with the values of the present. National Geographic conducted an internal investigation into its history and said sorry for its past racist coverage – taking the brand apology further than most to reinforce its current values.

It’s 2018, but for the most part, advertisers are living in the 1960s. Maltesers is setting itself apart by tackling taboo subjects and highlighting marginalised groups, such as disabled people and the LGBT+ community – but will other advertisers take note?