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What Is Empowerment? Let's Start Reclaiming The Word

6th October 2021

6th October 2021

By Shivraj Bassi

The somewhat recent obsession with linking the word empowerment to marketing messages that actually do the complete opposite is a bad cultural habit. Fact.

What is empowerment?

Noun: Empowerment. Meaning: "the process of becoming stronger and more confident", according to the Oxford English Dictionary.

With that definition in mind, why do we do it? Is it because a lack of creativity or worse, is it a cynical ploy to play into people’s insecurities and sell products? The word has become a little bit ambiguous as a result, we think.

Either way, one too many brands which claim to be empowering people only to push one-dimensional marketing campaigns and or imagery that does anything but. Let's explore why. 

Is empowerment a gender-specific issue?

While this isn't an issue limited to one gender, it can affect women in particular, and that's why placing a healthy, informed focus on female empowerment in our media circles and personal ideologies is important.

Empowerment and feminism 

The co-opting and corrupting of feminism by advertisers is nothing new, though. That we all know. Indeed, it goes back a long way. However, the enthusiasm in recent years with which brands have tried to market their products using imagery or language that effectively puts women into a box falsely labelled as empowering is worrying.

Within the wellness industry, many brands try to sell products using images of women dressed up impractical workout gear or bikinis. Why?

Using airbrushed images with makeup and hair extensions simply isn’t empowerment. That is not representative of an empowered woman.

It’s inauthentic, and could be seen as an attempt to sell products by tapping into the fears and concerns of women, achieving the complete opposite of what it seemingly sets out to achieve. The same thing could be said of using marketing images of men with perfect six packs or huge muscles. This is a narrowed audience, and not achieving female empowerment, or male empowerment in general, at all. 

How to feel empowered 

Looking for some tips when it comes to working out how to feel empowered? Sure thing.

While feeling empowered is somewhat up to personal interpretation, we've listed some of our favourite strategies:

  • Engage in self care activities
  • Keep a tidy space
  • Say no
  • Do what you want to do, for yourself
  • Set clear, achievable goals
  • Reward yourself often 
  • Engage in mindfulness
  • Add kindness into every day
  • Compliment others 
  • Stand up for what you believe in 

There is another way

While you may feel that the word empowerment has been hijacked, in addition to our above empowerment tips, there are brands who are trying to do it the right way. Innermost focuses on the deeper benefits of being fit and healthy. Sure, it’s great to look good, but only because it should give you more confidence. Most importantly, looking good should to be a by-product of being fitter and healthier, which will allow you to do more in your life and achieve what you want to achieve.

As a brand, we're committed to leading the way and highlighting what real empowerment means through the things we say and do. The next time you see a brand claiming the word empowerment, ask yourself whether it’s real empowerment you’re seeing, and don’t let yourself be fooled. Reward those companies that get it right and maybe we'll see more of the right sort of messaging in the future that really does empower us all.

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Other Insights

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When it comes to improving your fitness levels, lifestyle and nutrition are key. From the number of hours of sleep you get each night to your daily nutrition and everything in between, each is as important as the other. This extends to finding the right protein powder to fuel your workout routine. Yet today more than ever, what goes into that shaker bottle now goes beyond macros and muscle; more and more people are asking themselves – ‘how does this protein powder align with my religious values and beliefs?’ While we’ve spoken before about our clean, research based and ethically sourced ingredients here at Innermost, this time we want to get a little more specific with a focus on halal and halal protein powder. With so many voices and fluff information around, it can be difficult to know exactly what protein is and isn’t halal friendly. That’s why we’ve put together this nifty guide. We’re going to break down all the myths and everything you need to know about halal protein. What you should be looking out for, what makes proteins like whey halal friendly as well as the benefits that halal friendly protein can offer to your body.  Right, let’s get into it. What is halal protein? I’m sure most of you are already aware of halal, but for the 1% of you that might not be, let’s take a step back and ask: what is halal protein? Halal – meaning ‘permissible’ in Arabic – refers to any food product that complies with Islamic dietary laws as stated within the Qur’an and Islamic jurisprudence. This makes it a core element of Islamic faith and a key cornerstone of their commitment to leading a pure and disciplined life under the guidance of Allah. Some of the key guidelines for halal foods include: Halal friendly ingredients – certain ingredients are not permissible under a halal diet, including pork (and any byproducts), alcohol and blood. Other animal products can be halal as long as they are killed in accordance with the ethical treatment guidelines below. Ethical treatment of animals – For non-pork meats to be considered halal, animals must be treated humanly and responsibly during their life. This includes: Having access to clean water and nutritious food. Being raised in a free-range and stress-free environment. Not being subjected to cruelty, abuse, or unnecessary suffering. The process of killing any animal must also be quick and humane to be considered halal, with any suffering kept to the complete minimum. Importantly, to be considered halal, the name of Allah must be pronounced during the humane killing to ensure the sanctity of life is recognised throughout the process. No cross contamination - During the preparation process, halal foods must never come into contact with non halal foods. This means no cross contamination between preparation surfaces, equipment used, the handling of foods and storage. As such, ingredients such as milk can be halal however it depends on the production process and if additional non-halal additives (such as gelatin) are added. So, what does this mean for protein?  Essentially any animal protein is halal as long as it adheres to the guidelines we’ve mentioned. The best way to tell is that products – such as Innermost proteins - will be certified halal friendly on the packaging. Is protein powder halal? So, with that said you might be wondering: is my choice of protein powder halal? The truth is that protein powder can absolutely be halal, however it entirely depends on the ingredients used as well as the overall production process. Common protein sources like whey, casein, egg white, and plant-based proteins (such as pea, soy, or rice) can all be halal if they are sourced and manufactured in compliance with halal standards. While many of the larger brands do not meet these standards and cannot claim to offer halal protein, our range of Innermost protein powders and supplements are all certified halal, emphasising our dedication to ethical sourcing our use of clean sourcing without additives. From our pea protein fuelled (and vegan) The Health Protein, The Fit Protein, to our whey protein powered The Strong Protein and The Lean Protein, all our products are sourced in a halal-compliant manner. Benefits of halal protein powder You hear it all the time when it comes to ethical and dietary beliefs – ‘a vegan diet isn’t good for you’ or ‘a vegetarian mix can’t possibly have the nutrients you need. The reality is, that adhering to these sorts of values within your fitness routine and diet can have great benefits for the body. Halal protein powders are no different; they offer a range of benefits for individuals who are conscious of both their health and dietary requirements. Just some of the benefits of halal protein powder are: Clean ingredients: With halal protein powders, you can be confident that there will be no harmful or questionable ingredients/ additives such as silica. What does this mean? Your body has an easier job digesting and absorbing all the good stuff, ensuring you get the most out of your supplements. Quality protein: Halal protein powders use complete protein sources, ensuring your body gets all the amino acids it needs for effective muscle repair and growth.  Ethical production: We’ve mentioned plenty of times already, but that’s just how key ethical and clean production is to making protein halal. By avoiding things such as additional additives and cross contamination, your body is fuelled with a safer and more trustworthy supplement. Supports fitness and wellness goals: Whatever your fitness goals; halal protein has you covered. From building muscle to losing weight, the absence of excess sugars or fillers ensures you are best placed to smash your targets. Common misconceptions about halal protein powders With so much noise and no real answers around halal proteins, we thought it would be helpful to list of some of the key misconceptions regarding the diet and what the actual truths are. All vegan protein powders are halal Given that so much of halal is driven by animals and their ethical treatment, you might just assume every vegan protein powder is halal because it is made of.. well, plants. The reality however is that vegan proteins aren’t necessarily halal – it all comes down to the production process. While Innermost vegan proteins are proudly halal certified, other protein powders can be produced with alcohol-based flavourings, non-halal emulsifiers, or might be processed in facilities that handle haram products – leading to cross contamination – not good! Is whey protein halal? On the other side of the spectrum, whey protein – being a byproduct of milk – is generally considered to be haram. Again, the truth is that whey protein can be halal provided that the milk is taken from cows that were treated ethically and within halal principles. Today, there are many halal-certified whey protein powders that are safe and effective for Muslim consumers. Halal certification doesn’t matter There is often an assumption made that if the ingredients look clean then the protein must be halal – regardless of certification. The truth is that what makes something halal goes beyond ingredients. Production and sourcing our also key factors that many companies do not consider. With halal certification on your favourite protein powders, you can be sure that every step—from sourcing and production to packaging and distribution—has been reviewed and approved according to strict halal standards.  Is Innermost protein powder halal? In short, yes. We at Innermost make it our mission to not only aid in muscle growth and recovery, but also to create protein supplements that are ethically sourced and rigorously tested to ensure individuals of any faith can smash their fitness goals.  Unlike competitors, our proteins are clean and built with the highest quality of ingredients and free from unnecessary additives and artificial ingredients.   We are proud to say that all our products are officially halal certified making them a suitable choice for those following the halal beliefs. This certification ensures that all ingredients and manufacturing processes meet Islamic dietary laws, with no use of haram substances such as pork derivatives or alcohol. With this in mind, why not check out our range of Innermost supplements to find out more about our halal proteins?     Read more
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