The latest trend of empowerment marketing is filled with positive messages for women. Armed with statistics that girls are likely to be less interested in science, technology, engineering and math (STEM) after the early years of their education (and that only 33% of STEM employees are women) some brands have decided to try and do something about it, and attach their image to this popular cause.

ComEd just launched six-week contest called The Ice Box Derby, in which teenage girls from 13 to 18 years old compete to create electric cars using recycled refrigerators. The company partnered with Girl Scouts of Greater Chicago and Northwest Indiana, Girls4Science and the Chicago Urban League to create six teams that will compete for the 1st slot. The winner will be announced on Aug. 23.

Google launched a project called Made With Code to help girls get involved in coding—a skill that they believe will open doors. Recently the company donated $1 million to support Donor Choose, a nonprofit that rewards teachers with money when they get four or more female students into a coding class.

GoldieBlox, a toy company, created a viral campaign called “Princess machine” to inspire and encourage the next generation of female engineers using a famous anti-feminist song of the 1980’s.

My favorite campaigns remain Verizon’s “Inspire her mind” and Always “Like a girl” that both focus on the language we use when speaking to young girls and how that can impact their later interest in STEM, leading girls to conform to whatever they think is expected from them (being pretty and sweet) instead of developing their own interests and pursuing their bigger dreams.



2 thoughts on “#LikeAGirl

  1. I will say I never thought about how women are underrepresented in the STEM category. For me, when I hear of a friend who is an engineer or in a science field or something that oddly masculine it is fascinating to me. I appreciate reading this post. I am from northwest Indiana and I do remember STEM being a focus in school. So its cool to see that companies and organizations are really taking interest in this and bringing awareness to these fields and more specifically target women.


  2. I love being woman and the empowerment that many brands are pushing within us as women. I believe that they have the right idea because ads used to be so male dominated and sometimes women just want to see themselves in a field or ad campaign. It is like did you think of me? and now they are!


Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s