Op-Ed: Feminism in Marketing/Media Should Mean More Than Just a Buzzword

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In recent years, we’ve witnessed an undeniable shift in the entertainment industry. More and more, large corporations like Disney, Netflix, and other big studios have started to incorporate feminist themes into their content.

From female superheroes leading blockbuster films to animated princesses embarking on adventures of self-discovery, the portrayal of women in media has evolved dramatically. This shift, which many initially welcomed as a long-overdue step toward gender equality, has sparked an important conversation:

Are these portrayals of strong, independent women a genuine reflection of the feminist movement, or is feminism simply being used as a marketing tool?

The line between genuine empowerment and a marketing gimmick can be blurry. While some portrayals succeed in making space for meaningful change, others feel contrived, shallow, or even exploitative.

When feminism is used as a branding strategy without thoughtful consideration or real-world impact, it can risk doing more harm than good—distracting from the true mission of feminism and opening the door to backlash from both critics on the right and the left.

It’s crucial that we examine how this strategy can be misused, and why we should hold media companies accountable for how they engage with social movements, not just as a way to sell products but as a force for genuine, lasting change.

The Rise of Feminism in the Entertainment Industry

It’s impossible to ignore the fact that, for decades, Hollywood has primarily catered to male-centric stories and male-led narratives. In response to calls for more diverse representation, studios have increasingly sought to bring female characters to the forefront.

Characters like Moana, Mulan, and Captain Marvel represent a shift toward more powerful, independent women in leading roles. But is it all just a shiny package designed to appeal to modern sensibilities, or is it an authentic effort to address deep-rooted gender disparities?

The Risk of Hollow Representation

One of the most significant risks when feminism becomes a marketing tool is that it can feel hollow or forced. Feminism, at its core, is about advocating for equal rights and opportunities for all genders. However, when it’s used as a branding strategy, it can sometimes feel like a box to check off rather than a genuine attempt to address systemic inequality.

Take, for example, the way some movies and TV shows introduce "strong female characters." These characters often appear to be empowered simply because they can physically fight or because they don't need a male lead to rescue them.

While these are important traits, true feminism goes beyond just showing women in positions of power—it’s about dismantling the structures that continue to oppress women, particularly in real-world contexts. If the narrative doesn’t go deeper into issues of gender inequality, intersectionality, or even just basic human rights, the portrayal can feel shallow and out of touch.

Backlash from Both Sides

When feminism is used as a marketing tool, it often triggers backlash from multiple directions. On one hand, conservative critics may argue that the portrayal of strong, independent women in movies and TV shows undermines traditional gender roles, while others may take issue with the seemingly token gestures that are more about appealing to a specific demographic than supporting real change.

On the other hand, feminists can also be critical when they sense that a studio or brand is jumping on the feminist bandwagon for profit rather than social change. This is especially true when the representation feels tokenized, or when companies release feminist-themed merchandise without addressing the underlying issues at play.

A clear example of this backlash was seen with Disney’s release of The Lion King (2019), which featured Beyoncé as Nala. While many celebrated the casting choice, others criticized the film for failing to give Nala a storyline that would allow her to be more than just a supporting character to Simba’s journey. Instead of creating a genuine, meaningful female narrative, the film simply relied on Beyoncé’s star power to push its feminist branding.

Distracting from Real-World Gender Issues

Perhaps the most concerning aspect of using feminism as a marketing tool is that it can distract from the real-world gender issues that need urgent attention. While it’s great to see more female representation in movies, it’s equally important to address the tangible challenges women face, such as unequal pay, sexual harassment, lack of access to education, and the criminalization of reproductive rights.

Focusing too much on a glossy, surface-level form of feminism can create the illusion of progress without addressing these core issues. When the conversation about gender equality is reduced to film characters and advertisements, it becomes more about what looks good on paper than what is actually changing in society.

The Fine Line Between Empowerment and Exploitation

So, where do we draw the line between genuine empowerment and exploitation?

It’s about authenticity.

For feminism to be a true force for good, it has to be woven into the fabric of the narrative, not just in flashy marketing campaigns. Characters must be allowed to evolve beyond stereotypes, and their stories should tackle real struggles that reflect the diverse experiences of women, particularly those in marginalized communities.

Furthermore, companies should back up their feminist portrayals with concrete actions, whether it’s through fair pay, representation behind the scenes, or supporting gender equality in the workplace.

Final Thoughts:

As consumers, it’s important that we approach feminist branding with a critical eye. While we can celebrate the strides being made in terms of representation, we must also demand authenticity from the media and brands we support.

Feminism should not be a buzzword used to increase sales or improve a brand’s image—it should be a movement that strives for real social change. If we fail to hold companies accountable, we risk allowing feminism to become nothing more than a commodified trend, one that feels good but doesn’t do enough to address the complex issues of gender inequality in our world.

When done right, feminist representation in media can be a powerful tool for change, but when used as just another marketing gimmick, it can undermine the very ideals it claims to support.