This paper is about femvertising which is used as a strategy within marketing to attract female consumers. This strategy is done by companies by pushing for gender equality and female empowerment in their ads. There is a lack of research regarding how femvertising affects consumers' purchase intentions and buying behavior. Further research also needs to be done examining female portrayals on digital platforms. The study is done with a qualitative method and inductive approach. In this paper, 20 respondents have participated in in-depth interviews and the respondents are all born between 1995 to 1998, which is called Gen Z, and are also all women. The paper is based on finding codes and converting them into categories which results in themes based on the different interviews. The conclusion of the paper is that social media are leading to purchases due to the possibility of targeting its consumers. Although, consumers easily tend to feel monitored when companies use them for targeting. Influencers can be successful for companies to use if the fit is good so it generates trust for the consumer. Another conclusion is that companies need to use different female portrayals, showing women in all of their uniqueness for them to be more relatable. Social media is an important part when it comes to if consumers will make purchases as it makes information and products easily accessible. Femvertising needs to shine through all of the company, not only the advertising. Companies should also monitor which type of WOM is out there about them as the point of view of other consumers is weighing heavily in affecting purchase intentions.

Human rights universality has been questioned due to the lack of accountability in both international human rights law and States’ domestic laws when companies violate human rights. In response, the European Commission has proposed a Directive on Corporate Sustainability Due Diligence (CS3D), which imposes obligations on companies to identify, prevent, mitigate, and account for human rights impacts. The aim of this study is to examine whether the credibility of human rights universality, as defined by Jack Donnelly, is strengthened by the implications of the CS3D. The study also analyzes the International Covenant on Civil and Political Rights (ICCPR), which the CS3D refers to when defining human rights impacts, and explores the legal implications of this on Swedish domestic law and international human rights law. This study uses a legal dogmatic and legal analysis method to interpret the implications of the CS3D. Throughout the study, a fictional Swedish company and its subsidiary in China are used as examples to illustrate the legal and international implications of the CS3D. The results of this study suggest that the implications of the CS3D contribute to strengthening the credibility of human rights universality, as it addresses the legal gap of accountability in both international human rights law and domestic laws of EU Member States. However, the CS3D could also be perceived as coercive on third States and their natural and legal persons, which may potentially undermine the credibility of human rights universality in the future.