In today’s era, it is becoming increasingly commonplace for companies to tap into feminist messages to sell health products. This trend leans on the concept of female empowerment, touted to be a key selling point.
However, this practice has been called into question as critics argue that it merely exploits feminism for corporate gain. A study attempting to shed more light on this issue was recently published in the Australian and New Zealand Journal of Public Health.
The researchers focused on endometriosis awareness campaigns, which utilize the rhetoric of female-oriented empowerment to market medical services and products. Endometriosis, a painful condition affecting 1 in 10 women, was the focal point of their study.
The study scrutinized two Australian-based campaigns, exploring how they leverage feminist narratives to sell health products. It highlighted how some companies drape their marketing strategies under the veil of promoting female wellbeing.
Diving further into these observations, the study exposes an apparent predicament in leveraging feminist rhetoric for corporate marketing. On one hand, companies clarify a medical condition while, on the other, it becomes a tool to sell ancillary health products.
Campaigns often present endometriosis as a ‘silent epidemic’ that has been under-researched and under-treated due to societal sexism. Using this narrative, these consumer campaigns engender fear and encourage women to buy related products.
The feminist narrative of these campaigns builds on the notion of empowering women. They elucidate the pathology of endometriosis and its effect on mental health, relationships, and sexuality, thus emphasizing its severity and the need for action.
While the intention to raise awareness is laudable, the campaigns also employ advertising strategies that intensify the fear element. They encourage women to fight against this neglected disease and offer their products as apparent weapons in the battle.
By marketing their products as solutions, these campaigns subtly manipulate consumers into thinking that purchasing such products is an act of self-care and empowerment. Consequently, they propagate fear-based emotional responses to drive sales.
The study revealed that many of the products promoted were of limited use in treating endometriosis or even lacked scientifically-backed proof of effectiveness. Yet, they were marketed as part of necessary self-care routines for women suffering from the condition.
Such manipulative marketing strategies borrow themes from empowering feminist narratives to sell products under the guise of promoting women's health. The study insists that it is crucial to remember that precisely what constitutes necessary and effective self-care varies greatly among individuals.
Moreover, while self-care is undoubtedly a crucial aspect of managing chronic illnesses, implying that it involves the regular purchase and use of products risks reinforcing damaging societal expectations and pressures.
The study concludes that these companies may use the feminist rhetoric of empowerment to create a market for products that may not be essential for managing endometriosis. Thereby, they exploit the very cause they profess to support.
The researchers urged healthcare providers and patients alike to scrutinize and question the validity of such corporate campaigns. It is essential to separate the imperative to raise awareness from commercial intentions.
For those living with endometriosis, seeing their condition highlighted in the media can bring comfort and validation. However, they must also be aware of the possibility of their struggles being monetized under the cloak of feminist narratives.
Additionally, it should not be overlooked that endometriosis can indeed be a debilitating health issue, the providers of therapy and relief for which should be lauded for their efforts to improve the well-being of women. But it’s also crucial to differentiate between necessary care and fear-based marketing.
As the feminist movement continues to grow in prominence, the study’s findings underscore an important message: it is essential to remain vigilant of corporate campaigns seeking to ride on the wave of social justice to sell unnecessary health products.
This scrutiny, the researchers argue, should extend to the wider health sector. A similar approach could be adopted to examine how feminist narratives are used in other areas of health promotion and disease awareness.
Ultimately, the investigation contributes substantially to the ongoing conversation about the complex interface between feminist politics, healthcare communication, and marketing, highlighting the importance of transparency and the need for ethical marketing practices.