From sportswear to cosmetics, brands love telling women they are strong and empowered. But women can spot inauthentic, performative messaging a mile away. New research by Macquarie University Ph.D. student Vu Phuong Uyen Ho and marketing experts Dr. Syed Rahman, Professor Jana Bowden and Professor Jamie Carlson reveals six make-or-break factors that determine whether gender-equality advertising builds loyalty or triggers backlash.