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?

Transport for London is offering free advertising space across London's transport network, to campaigns that challenge gender stereotypes. As many women are turned off advertising that relies on gendered tropes, TfL is proving it can be an inclusive space for the people who use its services.

Girl Guides has long been empowering young women by equipping them with valuable skills and building their confidence. Now, it's looking to tackle gender stereotypes in wider society after its research found that they're affecting the life choices of girls as young as seven.

With half of Gen Zers wanting to see ‘someone like themselves’ in branded messaging, and 77% preferring ads that show real people in real situations, this diverse cohort is driving major change in the beauty world. How is body care brand Being appealing to this desire for inclusivity?