FEMVERTISING
Advertising takes a social justice stand
Worldwide pressure is now forcing brands to take responsibility for the part they might have played, directly or indirectly, in worsening certain toxic and sometimes harmful messages that may have played a role in violence against women
Two new advertising philosophies are gaining rapid momentum in SA and agencies and brands are being warned: "Fail to embrace the culture to your own detriment." The latest Flux Trends report, edited by culture commentator Dion Chang, says brands have to take a more proactive approach in condemning social injustice. He also points to the growth of what the industry is calling "femvertising", which sheds light on previously taboo topics such as menstruation and dispels social views and limitations that have restricted women in the past. The Flux Trends report notes that "be a man" and "man up" are familiar phrases. The layered perceptions of what these phrases mean has been at the forefront of societal introspection since the #MeToo movement, which has highlighted toxic behaviour and sexual violence in various industries across the world. This, says the report, is forcing brands to take an interactive and proactive space in brand communication, where they are taking some responsibilit...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.