Over the last few years, marketers have started waking up to the fact that *surprise!* advertising should be realistic. This is rings especially true when we talk about how women and men are portrayed in ads. Influenced by the social, political and economic landscape and coupled with increasingly smart consumers who are vocal about each piece of communication they see, brand content portraying women is undergoing a transformation. Showing females as housewives, cleaners and ‘

40 billion. That’s how many photos have been shared on Instagram since it first appeared on our smartphones back in 2010. In fact, that colossal figure of photos is now probably even higher than 40 billion, as Instagram boasts over 400 million daily users, who reportedly post a whopping 95 million photos per day. No wonder Insta has fast become the favourite social media platform to use by celebrities, brands and pretty much everyone else on the planet – we can’t get enough o