Feminism is an important issue for brands

The Mobile World Congress (MWC), one of the world's largest mobile industry exhibitions, was held in Barcelona, Spain, from February 27 to March 2. In this series, I will explain five key insights I gained from this event.

Part 3 focuses on how feminism is a critical issue for brands.

The organizing body, GSMA, launched a new program called "Women4Tech" at MWC 2017.

This initiative focuses on eliminating gender disparities within the mobile industry and bridging the gender gap, featuring a four-day program centered on gender diversity in the sector.

It's clear that equality is a top priority on the industry's agenda. Charlotte White, Global Strategy Partner at Kala, moderated the panel discussion "Gen Feminist: The New Rules for Brands Building Relationships with Women" and delivered several clear messages.

First and foremost, feminism is a mainstream trend. This means marketers must understand diverse customer journeys and needs, and interpret and respond to feminism in ways that align with their respective brands. In practice, some companies, like those in the automotive industry, are taking proactive stances to build connections with women.

The rise of social media has heightened the need for self-expression and redefined what "equality" means within this new wave of feminism. Consequently, the positioning of women in advertising must evolve. It must shift from the traditional role of a neutral "facilitator" who smoothly brings everyone together to that of an empowered "decision-maker."

The lesson, applicable beyond marketing, is this: "Being human and authentic matters. Lip service will always be seen through."

Kara White (far right in photo), moderator of the panel discussion "Gen Feminist - New Rules for Brands Building Relationships with Women"