Who run the world? Girls. -Beyoncé

Female empowerment is a hot topic. Allowing women to be themselves, unapologetically, in a world dominated by gender stereotypes, has become a fight that is long overdue. It should not be surprising, then, that this movement is frequently reflected in brands' marketing strategies, as strong marketing often mirrors cultural and societal trends.

Over the last few years, there has been a shift from simply marketing to women as strong, empowered members of society to using those campaigns as a way to spark larger conversations about what it means to be a woman. 

2014 brought a flood of campaigns following this trend. For example, Always launched its #LikeAGirl social media campaign, which would later land itself a spot in Super Bowl XLVIII and ignite a conversation about preserving girls' confidence throughout adolescence. 

Two years later and some of the most inspiring campaigns to come from the marketing and advertising world are centered on female empowerment. In October, BBDO, an advertising agency, created a spot for Barbie titled "Imagine The Possibilities." The video features young girls acting as doctors, coaches, businesswomen and more. It isn't until the end when viewers learn they were watching a Barbie advertisement. Barbie isn't often associated with empowering young girls, but Global Senior Vice President and General Manager Evelyn Mazzoco told Adweek that that's exactly what the ad is trying to change. "This ongoing initiative is designed to remind today's parents that through the power of imagination, Barbie allows girls to explore their limitless potential," she said. 

Another brand that is working to alter its reputation is Nestlé's Lean Cuisine. Looking to detour away from its position as a dieting brand focused on weight and physical appearance, Lean Cuisine asked women to "weigh what matters" in a June advertisement from 360i. The video allows women to highlight the accomplishments they value most and helps Lean Cuisine reposition itself as a "modern health and lifestyle brand."

While these campaigns have large paid marketing and advertising components to them, they have important public relations implications as well. First, all three of these campaigns took off on social media, allowing for genuine conversation to take place across multiple platforms. Additionally, there is a large amount of research that shows that consumers identify more closely with messaging that focuses more on real-world issues and less on superficial claims (i.e. more on empowerment than on body image). Women crave authenticity from the brands they support. By brands showing their audiences that they care about what matters most to them, they are able to build rapport and establish meaningful two-way relationships with a public that will help them thrive. 

The impact of the female empowerment movement on marketing strategies shows how adaptive and responsive the communications world is to the ever-changing needs of society. As an industry that has immense influence over the messaging the public receives, it is only right that advertisers and PR professionals would use some of that power for social good.