Recommendations
Whilst there are women in this world
there will always be some kind of fem-
inism movement directly or indirectly.
How the marketing industry choses
to identify these females and their
demands will be key to a successful
future.
Based on the results of this research
it is recommended that the market-
ing industry identify the needs and
demands of the new consumer found
in this research being fourth wave
millennial feminists. Within this re-
search the demands found for better-
ing marketing towards women were
more diversity, realism and less photo
editing.
The fourth-wave of feminism has new
reasons to fight, it recognises all social
issues under the name feminism.
Therefore, it is recommended that the
marketing industry stay current and
relevant with social issues. Marketing
must up its game and show feminism
how to be feminists instead of patron-
izing women.
It is recommended that the marketing
industry strip back down to the bare
minimum. Fourth wavers are tired of
being bombarded with highly edited
unrealistic images of females. The
fourth wave calls for an end to photo
editing. Which has been particularly
successful within the Missguided
“Keep on Being You” campaign. This
campaign also demonstrates that
when used correctly Femvertising can
be successful. Therefore, it is recom-
mended that the marketing industry
uses femvertising and empowertising
as techniques to market to the new
consumer, however it is important to
not lose the grasp of who and why
they are marketing to these consum-
ers.
Whilst the research suggests that
online marketing will remain