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?

Workplace equality has seen improvements in the UK, but gender inequality is still an issue. Where London was once home to the UK's narrowest pay gap, levels of pay between men and women have barely changed in 20 years compared to other regions which have seen considerable improvement.

In April 2018, the UK’s gender pay gap was reassessed – and was found to be as high as 25% in some industries. As awareness about unfair pay grows, it’s impacting productivity and attendance as women who feel they’re being underpaid could be feeling less motivated to work productively.

Gen Zers may be tech savvy, yet despite their online competence just one in ten US schools teach themhowtheir tech works. Kode with Klossy, set up by model Karlie Kloss, is a summer camp aimed at teaching young girls how to code, challenging the notion that STEM subjects are only for men.