Is Empowerment Just Another Marketing Scam?

Empowerment. The word carries a certain electricity, doesn’t it? It evokes strength, resilience, and freedom. It promises that you, as a woman, have the power to rise above, to take control of your life, and to shatter glass ceilings. But here’s the kicker—how much of it is real, and how much of it is just a shiny tagline designed to sell us something?

Empowerment has become a buzzword. We see it splashed across billboards, woven into Instagram captions, and touted in corporate ad campaigns. But as women, we must pause and ask ourselves: are we truly being empowered, or are we being sold an illusion? Is empowerment, in its commercialized form, just another clever marketing scam?

Let’s dig in.

The Commodification of Empowerment

The idea of empowerment isn’t new. Women’s movements have long championed the idea of autonomy, equality, and strength. But somewhere along the way, marketers seized on this powerful concept, stripped it of its substance, and turned it into a product. Today, empowerment is something you can apparently buy. A lipstick that promises to make you feel bold. A workout plan that will make you “unstoppable.” A T-shirt that reads, “The Future is Female.”

But does purchasing these products or subscribing to these services actually make you empowered? Or are these brands capitalizing on the very insecurities they claim to help you overcome? The truth is, that empowerment doesn’t come from a slogan or a purchase. It’s an internal transformation, not an external transaction.

The Fine Line Between Inspiration and Exploitation

Many brands have jumped on the empowerment bandwagon, creating campaigns that celebrate women. Some of these campaigns are inspiring and genuinely impactful. Think of Dove’s Real Beauty campaign or Nike’s Dream Crazier, which highlighted female athletes breaking barriers. These campaigns often spark important conversations about body positivity, representation, and strength.

But then there’s the darker side. The ones that use empowerment as a veneer to mask their real goal: profits. When brands use empowerment as a marketing gimmick, they often exploit our vulnerabilities. They tell us we’re not “enough” as we are, and their product is the missing piece to our empowerment puzzle. It’s a brilliant, manipulative strategy: first, create the need, then sell the solution.

The Corporate Feminism Trap

One glaring example of this phenomenon is what many now call “corporate feminism.” On International Women’s Day, companies flood social media with posts about supporting women, yet some of these very companies fail to provide equal pay, maternity leave, or leadership opportunities for women within their own organizations. It’s performative, hollow, and hypocritical.

Empowerment is not a hashtag. It’s not a one-day celebration. If companies truly want to empower women, it must start with their policies, their leadership, and their culture—not just their marketing.

Real Empowerment vs. Manufactured Empowerment

Real empowerment isn’t glamorous, and it certainly isn’t something you can buy. It’s often messy, slow, and deeply personal. It looks like:

• Asking for that promotion even when you feel unsure.
• Saying no to opportunities that don’t align with your values.
• Advocating for yourself and others in the face of adversity.
• Supporting other women in their journeys.

Manufactured empowerment, on the other hand, is all about aesthetics. It’s curated, filtered, and designed to look good on the surface. It’s the illusion of strength without the substance. It might make you feel good temporarily, but it doesn’t provide the tools or support needed for genuine growth

Why Women Are the True Architects of Empowerment

Here’s the thing: empowerment isn’t something anyone can give you—not a brand, not a product, not even another person. It’s something you create for yourself. Yes, there are resources, communities, and mentors that can help you along the way, but true empowerment comes from within.

It’s also important to recognize that empowerment isn’t a solo journey. As women, we have the power to lift each other up in ways that no marketing campaign ever could. We do this by sharing our stories, offering support, and creating spaces where all women feel seen and valued.

The Call to Reclaim Empowerment

The next time you see an ad promising empowerment, ask yourself: is this serving me, or is it using me? Does it align with my values, or is it preying on my insecurities? True empowerment doesn’t come with a price tag. It’s a mindset, a movement, and a way of life.

So let’s reclaim the word. Let’s strip it of its commercial trappings and return it to what it truly means: having the courage to live authentically the strength to pursue your dreams, and the wisdom to uplift others along the way. Because empowerment isn’t a marketing gimmick—it’s a revolution, and it starts with us.

Empowerment is far too valuable to be reduced to a slogan. Let’s stop letting brands define it for us. Let’s define it for ourselves—and make it real.