Empowering Message or Marketing Gimmick? Japanese Consumers’ Engagement with Femvertising

Gender inequality remains a deeply rooted issue in Japan, with the country ranking 118th out of 146 countries in terms of gender equality, according to the recent Global Gender Gap Report. Media play a dual role as powerful agents of socialization that both perpetuate and challenge traditional gender norms. While often reinforcing stereotypes, media also serve as platforms for deconstructing and redefining gender norms, particularly in the digital age where media production and consumption have become more decentralized.

The global rise of femvertising—advertising that promotes female empowerment—has also gained significant attention in Japan. While femvertising can contribute to social change by raising awareness of gender issues, it can also backfire if its messaging is seen as superficial, vague, or contradictory. In Japan, femvertising has sometimes sparked controversy or backlash, particularly online, as consumers question the authenticity of brands' claims to support gender equality.

Based on an online survey, this research explores Japanese consumers' engagement with femvertising and the factors influencing their responses. It seeks to address the following key research questions: How do Japanese consumers' views on gender roles correlate with their support for femvertising? To what extent does discomfort with traditional gender portrayals in advertising affect their preference for femvertising campaigns? What are the levels of skepticism among Japanese consumers regarding the authenticity of brands' commitment to gender equality in femvertising? Additionally, how do Japanese consumers perceive the recent online backlash against femvertising, and how does this perception affect their engagement with gender issues in media and advertising? Through a comprehensive online survey targeting a diverse sample of Japanese consumers, the study aims to provide insights into the complex dynamics between femvertising and consumer engagement within the Japanese context.