When it comes to empowerment, everyone jumps straight to Dove. Few brands get remotely close to the impact that Doves "Real Beauty" campaign has had on culture, which fundamentally changed the way we view beauty and liberated women to feel comfortable in their own skin, stretch marks and all. It was such an important shift in our culture, acting as catalyst for a wave of female empowerment campaigns.
As I reflected on the well-deserved praise for the campaign, it got me wondering is liberation the same as empowerment? Is it enough to make someone "feel good" about themself if the goal is to motivate them to do something to improve their life? Or does it just make them settle? And does it make sense for all the other "female empowerment" brands to adopt the same strategy as Dove? Or are they just noise?
People often think of self-esteem and self-efficacy as the same sort of thing, but there is a big difference, particularly in terms of how empowered they leave someone feeling. Self-esteem reflects a persons subjective evaluation of their worth. Self-efficacy refers to the personal belief about ones ability to perform specific tasks or achieve specific outcomes. Put another way, self-esteem is belief about who you are, which can be somewhat fixed, whereas self-efficacy is a belief about what youre capable of.
Dove falls into the self-esteem camp, which was an extremely effective strategy, considering the beauty industrys history of tearing a womans confidence down and fueling the inner critic that lives within us. For decades, women were depicted by unrealistic images, which were devastating to the self-esteem of women everywhere. It was liberating and empowering when Dove turned this on its head and made the beauty industry the enemy. However, self-esteem is not always an effective strategy.
Carol Dweck, the Lewis and Virginia Eaton Professor of Psychology at Stanford University, is famous for her research on mindset. Dweck showed that person-praise, such as "youre so smart, talented, gifted, brilliant, beautiful," etc., while it helps someone feel good about themselves, leads to what she coined a Fixed Mindset. Someone with a Fixed Mindset is likely to avoid challenges, give up easily, see effort as fruitless or, worse, ignore negative feedback, be threatened by the success of others and as a result fail to reach their potential. This is not empowering.
Conversely, process-praise, which emphasizes the process someone went through to achieve an outcome, cultivates a Growth Mindset and builds self-efficacy, as it enables the person to learn and replicate their behavior. Someone with a Growth Mindset embraces challenges, persists in the face of setbacks, sees effort as a path to mastery, learns from criticism, finds lessons and inspiration from the success of others and as a result can reach ever-higher levels of achievement. This is real empowerment.
Michael Jordan is probably one of the best examples of Growth Mindset individuals on earth. He was cut from his high-school basketball team and saw it as a challenge to work harder and give them no choice but to put him on the team. He was known to be the first to arrive at training and the last to leave. Over the years, Nikes Air Jordan brand has more closely reflected the Growth Mindset of its namesake.
Initially, the advertising was like that of any other superstar brand. Its actually quite entertaining to watch the old advertising reel, featuring Jordan achieving the impossible. Flying through the air like some kind of superhuman, dunking on a 20-foot-high ring. He makes it look easy. Its pure, natural talent. The advertising is praising the person, Michael Jordan. Inspiring, but not that empowering for anyone hoping to follow in his footsteps.
Contrast this a recent campaign. The monologue from Jordan sums it up. "Ive missed more than 9,000 shots in my career. Ive lost almost 300 games. 26 times Ive been trusted to take the game-winning shotand missed. Ive failed over and over and over again in my life. And that is why I succeed."
The later campaign praised the journey that led to his success, celebrating his failures as opportunities to learn and grow. It reinforced that anything was possible through hard work, and the importance of perseverance. It left aspiring basketball players feeling ready for the challenge. The brand went from sponsoring sporting legends to creating sporting legends.
Brands have a unique ability to shape the mindsets of the people they are created for. We need to use that power to make sure were doing more than just making people feel good about themselves. Lets help them believe in themselves. This is real empowerment.
Alison Earl is the Director of Strategy for Burns Group.
Follow this link:
Are campaigns like 'Real Beauty' real empowerment? - Campaign US
- MB Shuffle: X1N0 Places Self-Empowerment in the center of Superstar - More Branches - March 20th, 2024 [March 20th, 2024]
- Oops! I called my boss 'dude.' Career coaches weigh in on tricky ... - NPR - September 17th, 2023 [September 17th, 2023]
- Servant leadership and AI: Agility and empowerment for the CLO - Chief Learning Officer - September 17th, 2023 [September 17th, 2023]
- New Book You Were Born for More Offers a Transformative ... - Digital Journal - September 17th, 2023 [September 17th, 2023]
- New academic year, new faces on campus - Central Michigan University - September 17th, 2023 [September 17th, 2023]
- Vanilla perfumes: the 8 best and long-lasting - Marie Claire UK - September 17th, 2023 [September 17th, 2023]
- Now, CCTV cams must at coaching centres - Times of India - September 17th, 2023 [September 17th, 2023]
- What would have happened if Billie Jean King had lost to Bobby ... - The Boston Globe - September 17th, 2023 [September 17th, 2023]
- Discover the synergy between biotech and medtech in Ghent - Labiotech.eu - September 17th, 2023 [September 17th, 2023]
- Offtrack: The Long Road to Asylum for LGBTQ Refugees in Greece - Pulitzer Center on Crisis Reporting - September 17th, 2023 [September 17th, 2023]
- The rise of solo dates: Why Gen Zs are embracing 'Me Time' - Nairobi News - September 17th, 2023 [September 17th, 2023]
- Libra to Pisces: 4 Nurturing Zodiac Signs Who Prioritize the Needs ... - PINKVILLA - September 17th, 2023 [September 17th, 2023]
- 2023 Northwest Indiana Women's Leadership & Innovation Summit ... - Purdue University Northwest - September 17th, 2023 [September 17th, 2023]
- How Hinewehi Mohi uses te reo and music to bring Aotearoa together - New Zealand Herald - September 17th, 2023 [September 17th, 2023]
- The 20 Most Anticipated Sequel and Reboot Movies Coming in ... - MovieWeb - June 22nd, 2023 [June 22nd, 2023]
- What Taylor Swift teaches girls about taking control of their lives and ... - Morningstar - June 22nd, 2023 [June 22nd, 2023]
- Report Points To Growth Of Asian-American Businesses In ... - iHeart - June 22nd, 2023 [June 22nd, 2023]
- Empowering Women: A Day of Firearms and Firearm Safety | P ... - NewsBreak Original - June 22nd, 2023 [June 22nd, 2023]
- EMBRACING THE SPIRIT OF AFRICAPITALISM: CATALYSING ... - The Tony Elumelu Foundation - June 22nd, 2023 [June 22nd, 2023]
- The best albums of the year so far (2023) - The Vinyl Factory - June 22nd, 2023 [June 22nd, 2023]
- Benton County Sheriff's deputies train to help kids avoid bad situations - Westside Eagle Observer - May 14th, 2023 [May 14th, 2023]
- Too Much Seduction: How to stay pure in a culture that glorifies sex, lust, lewdness - EEW Magazine - May 14th, 2023 [May 14th, 2023]
- The House of Doors by Tan Twan Eng review tragedy in the tropics - The Guardian - May 14th, 2023 [May 14th, 2023]
- More Than Just A Game How Dungeons And Dragons Is Making ... - IFLScience - May 14th, 2023 [May 14th, 2023]
- GoodHeart | 25-y-o Leneka Rhoden is a beacon of service and ... - Jamaica Gleaner - May 14th, 2023 [May 14th, 2023]
- FemTech: technology empowering women's health and well-being - Lexology - May 14th, 2023 [May 14th, 2023]
- NBA Foundation: Uplifting Memphis youth through music - NBA.com - May 14th, 2023 [May 14th, 2023]
- Greek film 'Behind The Haystacks' to be featured at Sydney Film ... - Neos Kosmos - May 14th, 2023 [May 14th, 2023]
- Grants approved for groups in Wellington North exceed budget - Wellington Advertiser - May 14th, 2023 [May 14th, 2023]
- Self-Empowerment: 7 Ways to Empower Yourself | Maryville Online - March 4th, 2023 [March 4th, 2023]
- When you take all that we encompass and the drive that we have, it's ... - March 4th, 2023 [March 4th, 2023]
- Code of Ethics: English - National Association of Social Workers - October 25th, 2022 [October 25th, 2022]
- All children deserve arts and music programs in schools, thats why Prop. 28 should be approved - San Bernardino County Sun - October 13th, 2022 [October 13th, 2022]
- The Body Positive Sex Talk Empowering Women On TikTok - Women's Health - October 13th, 2022 [October 13th, 2022]
- TCL Announces Exciting Collaboration with TCL Brand Ambassador Shyla Heal to Elevate #TCLForHer Platform and Inspire Women to Redefine Greatness -... - October 13th, 2022 [October 13th, 2022]
- The good employer: Creating and living-out a culture of empathy, empowerment and understanding - Digital Journal - October 13th, 2022 [October 13th, 2022]
- International Day of The Girl: Rotary District 9125 Empowers 850 School Girls In Kano THE AUTHORITY NEWS - THE AUTHORITY NEWS - October 13th, 2022 [October 13th, 2022]
- MEET THE CANDIDATES: Charleswood-Westwood-Tuxedo - Winnipeg Sun - October 13th, 2022 [October 13th, 2022]
- Ruth Radelet (ex Chromatics) discusses the inspirations behind her debut solo EP - Brooklyn Vegan - October 13th, 2022 [October 13th, 2022]
- Here to stay! How this OG Tagaytay wellness spa survived the pandemic, is stronger than ever - Rappler - October 13th, 2022 [October 13th, 2022]
- Washtenaw County Board of Commissioners Set to Consider $3.2M in Awards to Local Organizations as Part of the Community Priority Fund -... - October 13th, 2022 [October 13th, 2022]
- FEMALE INCLUSION AND EMPOWERMENT CONFERENCE SPEAKERS - News - htafc.com - October 13th, 2022 [October 13th, 2022]
- Graphic designer works his way to the top - The Herald - October 13th, 2022 [October 13th, 2022]
- Foundation coaches in Tanzania attend in-person training sessions - Real Madrid - October 6th, 2022 [October 6th, 2022]
- Jade Helliwell releases first EP since 2018 in upbeat celebration of women - Music Talkers - October 6th, 2022 [October 6th, 2022]
- Competing interests: protection of transgender rights and freedom of religious beliefs - the Australian perspective - Kennedys - Kennedys Law - October 6th, 2022 [October 6th, 2022]
- Adam Levine and The Try Guys: Cheating scandals hit different right now - Vox.com - October 6th, 2022 [October 6th, 2022]
- Championing the value of time and a future-proof healthcare plan for women - Malaysiakini - October 6th, 2022 [October 6th, 2022]
- Seattle Rep Announces October Programming Featuring WHAT THE CONSTITUTION MEANS TO ME & More - Broadway World - October 6th, 2022 [October 6th, 2022]
- Who are the actors playing Martin Luther King and Malcolm X? - New York Daily News - September 29th, 2022 [September 29th, 2022]
- "One Of A Million" by Softcult - Northern Transmissions - September 29th, 2022 [September 29th, 2022]
- Aesthetic Gynaecology and Regenerative Medicine Training held in Delhi by IASRM (International Association of Stemcell and Regenerative Medicine) -... - September 29th, 2022 [September 29th, 2022]
- 6 Teens Who Make The World A Better Place - Forbes - September 29th, 2022 [September 29th, 2022]
- Earn Your Leisure Partners with Steve Harvey to Assemble an All-Star Financial Lineup for Innovative Festival at London's Historic Royal Albert Hall -... - September 29th, 2022 [September 29th, 2022]
- KNUST-Obuasi campus honours Dr. Love Konadu and 25 others - BusinessGhana - September 29th, 2022 [September 29th, 2022]
- Back-to-the-office moves leave tech uneasy - Axios - September 7th, 2022 [September 7th, 2022]
- FEMALE INCLUSION AND EMPOWERMENT CONFERENCE - News - htafc.com - September 7th, 2022 [September 7th, 2022]
- Neustar and LiveVox Join Forces to Improve Outbound Customer Contactability - Business Wire - September 7th, 2022 [September 7th, 2022]
- 5 Organisations We've Teamed Up With to Empower Africa's Young People - Global Citizen - September 7th, 2022 [September 7th, 2022]
- What is Witchcore? The Aesthetic Gaining Popularity on Social Media, Explained - The Mary Sue - September 7th, 2022 [September 7th, 2022]
- After 10 years of swiping right, what have we gained from Tinder? - Sydney Morning Herald - September 7th, 2022 [September 7th, 2022]
- Sisters of the revolution: the women of the Black Panther party - The Guardian - September 7th, 2022 [September 7th, 2022]
- ANALYSIS | Only SAs elite benefits from black economic empowerment and Covid-19 proved it - News24 - September 7th, 2022 [September 7th, 2022]
- 'We need to be aware of the power of touch' - Nursing Times - September 7th, 2022 [September 7th, 2022]
- Students reminded of University resources to support mental health and wellness - Pennsylvania State University - September 7th, 2022 [September 7th, 2022]
- Boudoir photographer Amanda Robb helps 'terrified' women love their bodies - Stuff - September 7th, 2022 [September 7th, 2022]
- Super Girl Surf Pro returning to Oceanside with global surf stars like Bethany Hamilton and a music festival - The San Diego Union-Tribune - September 7th, 2022 [September 7th, 2022]
- 5 Business Experts to Learn from in 2022 - The Australian Business Journal - September 7th, 2022 [September 7th, 2022]
- Stealthy state crimes during times of disaster - Mail and Guardian - September 7th, 2022 [September 7th, 2022]
- Neha Mujawdiyas Personal Journey In Accessing Basic Education Inspired Her Startup - SheThePeople - September 7th, 2022 [September 7th, 2022]
- The Experience of Pregnant Women in the Health Management Model of Int | IJWH - Dove Medical Press - September 7th, 2022 [September 7th, 2022]
- Men are more prone to suicide than women, reveals NCRB data - The New Indian Express - September 7th, 2022 [September 7th, 2022]
- 25 Empowerment Anthems: Songs for an Extra Boost of Confidence - Billboard - August 15th, 2022 [August 15th, 2022]
- 40 years later, business of healthcare changed in very personal ways PharmaLive - PharmaLive - August 15th, 2022 [August 15th, 2022]
- Setting boundaries in your daily life can protect you from 'harmful experiences': Here are 3 tips to get you started - CNBC - August 15th, 2022 [August 15th, 2022]
- I Tested PUMA's New Frida Kahlo Collection Honoring the Iconic's Legacy - mit - August 15th, 2022 [August 15th, 2022]
- The Activist Offering: Lessons from Kansas - Progressive.org - Progressive.org - August 15th, 2022 [August 15th, 2022]
- 'The Majnu Ka Tilla Diaries' Reveals Tibetan Empowerment in India - The Wire - August 15th, 2022 [August 15th, 2022]
- Kentwood Players announces open auditions for 9 TO 5 the Musical - Culver City Observer - August 15th, 2022 [August 15th, 2022]
- 'They/Them' Review: A Slasher That Isn't as Scary or Subversive as Real Life - CNET - August 15th, 2022 [August 15th, 2022]