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?

For many women, ‘pink-washing’ is a condescending turn-off, yet deodorant brands continue to market goods this way. Now, women are wising up and heading down the men’s aisle instead, signaling the waning importance of gender-specific branding, even when it comes to personal care.

Over three-quarters of people in the UK believe that traditional gender roles are now irrelevant, so the idea that make-up is only a women’s game has become outdated. The world of contouring, highlighters, and lipstick is no longer reserved for females, and as more men express an interest in painting their faces, beauty brands are opening up to a much wider pool of potential make-up addicts.

Big Drop Brewing Co. is catering to Britons who want the taste of booze, but without the units. It’s bringing the craft movement to the low- and no-alcohol segment of the beer market, offering those who are cutting back a spectrum of flavours so they don’t have to settle for lemonade or cola.