Consumer approaches to the concept of "femvertising" in brand activism

The fact that brands take a stance on issues such as gender, environment and racism is explained by the concept of brand activism. The pressures of gender roles on people emerge as a problem. Women-oriented advertisements made by brands in reference to women's place and power in social life are called "femvertising". It is explained with the concept of "femwashing" that the brand only shows off and is not sincere for the advertising activities carried out to strengthen the place of women in society. The aim of this study is to understand the approach of consumers towards "femvertising", which is used quite frequently in brand communication, and to evaluate the approach of consumers to related advertisements from the perspective of "femwashing". In line with these purposes, semi-structured interviews were conducted with 15 male and female participants. As a result of the research, 7 dimensions for the perception of femwashing; inaction, inconsistency, only on special occasions, companies that do not sell products for women, the brand's self-emphasis, it is made by self-interested groups (brands), the subject is popular. 6 dimensions about the absence of femwashing perception; continuity, consistency, action, made by big brands, not promoting products in advertisements, made by brands that sell products for women have been revealed. The results reveal in-depth consumer approaches to femvertising and femwashing.