Among the whole #metoo movement, I forget which female (I think it was Condoleeza Rice) it was that warned to be careful not to infantilize women during this movement. Meaning baby them or make them out to be more helpless than the actual injustices do.
Along with this movement there is a deeper resurgence of the #girlpower movement.
A lot of companies are jumping on this bandwagon. In good ways and some... well I question the sincerity of.
Cases in point:
Girl Doritos
and
Jane Walker
Kudos to the companies being more aware of having more of a female representation in their companies and hopefully paying at par as well.
But changing the brand to make it more "female friendly" seems
These have not been brands that said Men only or not for women. Even if they were implied at some point (never for Doritos) in the ice ages, they aren't now. Similar to GOLF (though that name's origin actually forbade women from playing and squash and hockey. All used to be mostly or only for men but has been slowly taken over so all sexes can enjoy.
Here's the thing with this new "for women too branding": Women actually already eat doritos and drink whisky. We will regardless of "girlying" it up. In fact, girlying it up makes the separation of the sexes more distinct and yes, infantilizes women.
So if your company has some insincere motive to jump on the #metoo movement just for their own profit rather than actually supporting equality - here's more news - I see right through it. Don't do it if you don't mean it.
Insincerity is one of my huge pet peeves!!
https://www.hollywoodreporter.com/news/super-bowl-doritos-girl-ali-768676
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