Empowerment as a Brand Category in the 21st Century
In the 21st century, empowerment has transformed into a brand category, with feminism often stripped of its political roots and instead functioning as a palatable aesthetic of self-celebration. This commodified version of empowerment aligns seamlessly with algorithmic preferences, which can dilute the essence of true activism.
The Paradox of Celebrity Empowerment
Take the example of Taylor Swift, a cultural phenomenon who embodies this paradox. In early 2025, Swift released The Life of a Showgirl, a celebrated account of her journey through fame. However, her name was also linked to an alarming statistic: her private jet’s carbon emissions exceeded 8,000 tons in just one year. Criticism of this ecological footprint was met with claims of purchasing carbon offsets, a way to “buy” the right to pollute.
This situation illuminates an irony—Swift, honored as a feminist icon, became a symbol of ecological excess, her empowerment marked by glaring contradictions. The essence of her feminism remains safe and pleasurable, lifting spirits but seldom challenging systemic issues. It captures a cultural moment where resistance glitters on the surface but lacks transformative depth.
The Transformation of Feminism into Aesthetic
Swift’s brand of feminism showcases a notable trend: empowerment becomes an aesthetic rather than a political movement. Her lyrical themes revolve around emotional experiences, creating a narrative that feels empowering yet often sidesteps structural critique. Such storytelling promotes a version of feminism that prioritizes personal feelings over collective action.
The Eras Tour exemplified this approach on a global stage, turning resilience into a spectacle while rendering any critique of her wealth or political silence as misogynistic. Here lies a crucial observation: feminism has morphed into a luxury, serving comfort and desire over genuine political engagement.
India’s ‘Branded Rebellion’
India reflects this trend with local influencers like Apoorva Mukhija—known as Rebel Kid—and self-help advocate Wizard Liz. Their platforms emphasize concepts like self-love and detachment from the male gaze, all neatly packaged for social media. This portrayal of rebellion is algorithm-approved—sensitive enough not to unsettle anyone while still ensuring that corporate sponsorship remains intact.
Prajakta Koli, or MostlySane, also navigates this comfort zone, advocating for women’s confidence without confronting systemic issues. During a 2025 discussion on pressing political matters, she deflected inquiries, signaling how influencer feminism often opts for motivational rhetoric rather than challenging societal constructs.
Divija Bhasin, or The Awkward Goat, attempted a more radical approach with her #ProudRandi campaign, aiming to reclaim a derogatory term for women as a badge of honor. However, the campaign risked detaching itself from the lived realities of marginalized women, turning a serious societal issue into mere aesthetic performance.
The Backlash: Profiting from Antifeminism
Interestingly, the backlash against this palatable version of feminism finds its own market. Nora Fatehi’s 2024 comments labeling feminism as “toxic” resonated widely, reflecting a cultural perception that mainstream feminism feels exclusionary or disconnected from everyday struggles. This reactionary stance thrives within the same economy of outrage and visibility that fuels the digital discourse.
Icons and antagonists in this arena now thrive within an intertwined spectacle—both sides relying on visibility to maintain relevance. No longer steeped in ideological clarity, this dynamic fosters a commercial equilibrium where empowerment and antifeminism share a stage, each feeding off the other.
The Branding of Resistance: Malala and Terminology’s Shift
One of the more telling narratives is that of Malala Yousafzai, whose shift from a symbol of defiance to a relatable celebrity underscores a significant trend. Her appearances alongside political figures and her foray into mainstream platforms like Broadway signify a rebranding that caters to broader audiences. Her recent memoir, Finding My Way, straddles personal revelations and celebrity culture, suggesting that the price of staying relevant often requires conformity to market preferences.
This transformation invites questions about authenticity in acts of resistance. When the act of dissent can easily become commodified, the depth of dissenting voices may be compromised.
Greta Thunberg: A Different Path
Against this backdrop of commodified resistance, Greta Thunberg stands out. Since her lone climate strike began in 2018, she has resisted offers of corporate partnerships and the allure of fame that many seek. Her activism is grounded in grassroots organizing and direct challenges to power structures.
By focusing her efforts on political activism, Thunberg has cultivated a distinctively fierce presence in the climate justice movement. Her actions, such as participating in the Freedom Flotilla to advocate for humanitarian aid, illustrate a rejection of sanitized activism. Unlike Swift, whose environmental actions have raised eyebrows for being easily commodified, Thunberg embodies a model of activism that remains uncompromised and confrontational.
The ‘Mother’ Meme and the Culture of Fandom
Within this landscape, a fascinating cultural dynamic has emerged, where calling powerful women like Swift or Rebel Kid “mother” has achieved a near-cult status. This term encapsulates an unsettling truth about modern fandom: it often substitutes critique with blind devotion, diluting feminist discourse into mere worship.
In this context, feminism has shifted from being a movement to a form of spectacle—a product sold as empowerment but devoid of political substance.
Visibility and the Cost of Structural Change
Today, social media, viral moments, and branded content have become the new currencies of liberation, frequently overshadowing the need for structural change. The urgent dialogues about capitalism, race, and labor are increasingly absent from feminist rhetoric.
In both Bollywood and Hollywood, patriarchy is no longer met with clear rejection but is instead endorsed, guiding narratives of empowerment that do not challenge existing power structures. Celebrities like Taylor Swift and Malala Yousafzai illustrate how empowerment can exist within parameters set by consumer culture, emphasizing appeal over radical change.
The transformation of feminism into a spectator sport, where power and visibility are curated for mass consumption, raises critical questions. True empowerment, often uncomfortable and unprofitable, remains elusive as long as feminism is confined to the logic of branding and marketing, reducing genuine resistance to mere spectacle.
