Conclusion
In conclusion this research has provided evidence that a fourth-wave of feminism is underway, with a new consumer tribe of FEMillennials arising. When taking into consideration the current zeitgeist. Women are showing stronger than ever solidarity which has been identified through the research of hashitvism and the use of social media that enables feminists to tackle social issues as a whole, demonstrating unity. In addition, marketing to females will remain extremely important to the marketing industry as females are the“ main decision makers within the household”( Marketingdonut. co. uk, 2017) in terms of spending. When looking at the history of feminism and marketing there has been a coherent message that the marketing industry have not yet identified how to market successful to females without being derogatory. This is particularly significant within the Yoplait Bridesmaid advert. The advert belittles females, it makes stereotypes that all women love yogurt and gives hidden messages that women are desperate to catch that bouquet and eating this yogurt will solve all these issues. This advert is a prime example of demeaning women. In terms of the future of marketing, it will thrive through digital marketing such as internet, mobile and digital radio, in particular when aiming at millennials because this is where they spend most of their time, due to their technology savvy characteristics. In addition, the research shows that digital advert expenditure is predicted to increase in 2018, compared to physical advert expenditure, indicating the future of marketing will exist digitally. The use of empowertising and Femvertising is currently not meeting the needs of feminists, as the slogan t-shirt trend indicates solidarity and the potential kick-start of fourth wave feminism, it has not been successful at tackling female issues as a whole. However, Empowertising and femvertsing cannot be completely ruled out as bad marketing techniques towards females. They need to be adapted by the marketing industry to meet demands of fourth-wave feminism. The“ this girl can campaign” demonstrates that Femvertising can be successful. The campaign portrays women’ s body realistically, which for so many female consumers was such a fresh modification to advertising. It also aimed to abolish negative opinions women had of themselves exercising. Furthermore, meaning that the problem was addressed as a whole, encouraging women to exercise and then abolishing the problems women had with exercise. STEM subjects will be vital in advancing marketing to females, as women need to be involved in STEM advancements to create better product design especially when it comes to female products. The importance of women getting involved in STEM subjects is particularly relevant in terms of closing the gender pay gay and creating more female role models for girls. An increase in women working within STEM subjects will begin to eliminate negative stereotypes of females in male predominate jobs.