Prove it or lose her: The new rules for advertising to women
Phys.org
February 27, 2026
From sportswear to cosmetics, brands love telling women they are strong and empowered. But women can spot inauthentic, performative messaging a mile away. New research by Macquarie University Ph.D. student Vu Phuong Uyen Ho and marketing experts Dr. Syed Rahman, Professor Jana Bowden and Professor Jamie Carlson reveals six make-or-break factors that determine whether gender-equality advertising builds loyalty or triggers backlash.
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Originally published on Phys.org on 2/27/2026