For decades, marketing has portrayed women through a limited and often repetitive image: the perfect mother, the devoted wife, the impeccable homemaker, always smiling between stoves and detergents. This model dominated advertising until a few decades ago, shaping not only communication strategies but also societal expectations of women.
In recent years, this narrative has changed. Today, we see campaigns that celebrate independence, professional success, and female empowerment. Women entrepreneurs, athletes, leaders: finally, communication seems to have understood that female identity cannot be reduced to a single role.
But is this really the case? Or have we just shifted to a new stereotype, that of “pink” marketing?
Many brands today speak of female self-determination, but how much of it is authentic, and how much is merely a strategy to sell more? Just think of beauty product advertisements that champion self-acceptance but then use filters and digital touch-ups. Or campaigns that celebrate women only during specific holidays.
Real change should be reflected not only in communication but also within companies and professions: how many have women in decision-making roles? How many professional bodies truly promote equality?
Has marketing truly made progress, or has it just changed the way it tells the same old stories? Is advertising genuinely helping cultural change, or is it just riding a trend?
