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FLEB Marketing Tactic #6 Relentless Positivity and Conflict Avoidance

Day 6 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 #6:

Relentless Positivity & Conflict-Avoidance⠀

Nothing will get you kicked out of an online space led by a FLEB than expressing personal pain about social injustice. ⠀

Why? ⠀

Because the more closely a FLEB embodies the status quo, the more reach & revenue she’ll have. ⠀

Things that threaten the status quo – pain, anger, social analysis, conflict, OUR LIVED EXPERIENCES – threaten her brand.⠀

🚫 Angry women are a threat to patriarchy, that’s why we’re conditioned to be relentlessly positive⠀

🚫 Addressing conflict openly and honestly is a threat to white supremacy culture (see Okun and Jones), which is why white women in particular are conditioned to avoid open conflict⠀

That’s why these things have no place in the comments and online spaces led by FLEBs.⠀

Because they’re not culture-making leaders. They’re status quo business owners, ONLY⠀


Feminist Business Practice #6:⠀



Decide if you are a business owner only, or if you are also a leader.⠀

If you’re both, then it’s ESSENTIAL that you build your social analysis so you can steward brave, transformative, equitable spaces.⠀

Social media profiles & FB groups are not simply marketing devices. They are profound leadership responsibilities.

People don’t arrive in your comments/groups as blank slates. That means there’s no place in your business that’s a bubble outside of society and nobody in your groups untouched by oppression & bias⠀

If you are a culture-making leader then you WILL need the analysis & skills to navigate inequity in your business, no matter what your business is about.

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 women


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


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

Kelly Diels teaches culture-making entrepreneurs & creators how to develop a substantial body of work that changes EVERYTHING -- your life, your industry, our world. (AKA Thought leadership for people who cringe at the phrase "thought leader".)  Her Sunday Love Letter can help you surface *your* unique method, step by step, week after week. www.kellydiels.com/subscribe

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