Empowerment wasn't defined as a static concept or standalone occurrence, but as an evolving way to rethink entire power structures and value systems, draw on shared skills and knowledge, and endow marginalized communities with tools for economic sustainability.

Equality makes way for an increased number of free, considered choices, and an increased number of people with access to them. But choice itself isn't the same as equality...

Advertising and marketing philosophies that thrive on emphasizing 'natural' differences don't stay in the realm of advertising and marketing--they spill into how we justify sexism and racism at every life stage.

Treating feminism like it's a personal accessory that just isn't appropriate anymore obscures the places where feminism hasn't made strides for people who still need it.

The rise of feminist underpants is a weird twist on Karl Marx's theory of commodity fetishism, wherein consumer products once divorced from inherent use value are imbued with all sorts of meaning. To brand something as feminist doesn't involve ideology, or labor, or policy, or specific actions or processes. It's just a matter of saying, 'This is feminist because we say it is.

Empowertising not only builds on the idea that any choice is a feminist choice if a self-labeled feminist deems it so, but takes it a little bit further to suggest that being female is in itself something that deserves celebration.