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FLEB Marketing Tactic #7 Re-enforces Gender Binary & Patriarchy

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Written by Kelly Diels

Day 7 of How To Spot a Female Lifestyle Empowerment Brand (FLEB).⁠⠀

If you’re a consumer, this crash course can help you make an informed, powerful decision about who you offer your time, money, and attention to.⠀

If you’re an entrepreneur, download this free 10-day class to help you audit your own business practices, so that you can:⠀

  1. Bake justice into your business practices and marketing (and flourish while you do that)⠀
  2. Make sure you’re creating the social and client impact you intended⠀


FLEB Tactic #7: 

Reinforce Gender Binary & Patriarchy⠀

Many “spiritual” FLEBs build their brand on a gender binary. There is Divine Feminine and Divine Masculine…⠀

…but no mention of two-spirited people, trans folks, gender queer people, non-binary people or people of any other genders.⠀

You know what this is? Well-styled, very polished trans exclusion and gender ERASURE.⠀

This brand philosophy erases people & entire communities from our culture. ⠀

And if other genders don’t exist, why do they need rights? (Or bathrooms!?)⠀

Erasure is violence. Reinforcing the divine feminine/divine masculine gender binary isn’t innocuous or “empowering”. It’s patriarchy; it’s gender erasure; and it’s a threat to lives and liberation.⠀


NOTE: This is specific to cis-gender entrepreneurs.⠀

Feminist Business Practice #7: 

Dissolve the Gender Binary and Practice Gender Inclusion⠀

Once again: build your analysis — this time about gender.⠀

🌻Be very, very suspicious of philosophies or systems based on binaries (either/or thinking). Question binaries wherever you find them⠀

🌻Educate yourself on gender that goes BEYOND the man/woman binary⠀

🌻Consult with gender and inclusion experts about your language and practices⠀

🌻Be very specific on your website, social media and in your groups what gender language you’re using and why⠀

(see my slides for more examples of specific tactics)⠀

What is the female lifestyle empowerment brand (FLEB)

and why is it a problem?


  • Conform to the cultural demands of Ideal Femininity in order to rise
  • Reinforces gender dualist/binary


  • Display wealth, privilege & leisure in order to manufacture social authority over other womxn


  • Use the language of feminism & social change to bait a womxn into following/buying… while doing (oppressive) business as usual.
  • Conflates individual success with collective empowerment (they are not the same thing)


  • Teach womxn how to style themselves as saleable, consumable objects in order to ‘succeed’
  • Asks us to erase ourselves in order to perform a brand character

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