Fashion magazines, adverts, and catwalks have traditionally used slender, young models to showcase garments. But with 68% of older Britons feeling misrepresented in ads, and a global outcry for more diversity in general, brands are hiring older models that affluent Boomers can better relate to.

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?

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.

Mother’s ad for No7 features champion surfer Lisa Andersen, who shifts focus away from aging and onto the other impressive challenges she faces in daily life. As people call for the reframing of aging in advertising, No7 is challenging the idea that aging is a battle women should fight against.