This study explores how Gen-Z women perceive femvertising messages, which are advertisements that promote female empowerment. Using authenticity and self-concept theories, the researchers conducted in-depth interviews to examine consumer responses. Thematic analysis revealed that positive attitudes toward femvertising depend primarily on relatability, which involves congruence with perceived actual rather than idealized self-concepts. While femvertisements often evoke initially positive responses, further reflection on their sincerity and authenticity leads to more critical perspectives. However, respondents remain reluctant to admit disliking a femvertisement, an outcome conceptualized as a "guilty displeasure." Theoretical and practical implications for pro-social advertising are discussed. Femvertising challenges traditional gender stereotypes and idealized body images, encouraging female viewers to embrace their natural beauty and potential. It has become increasingly prevalent in advertising, with campaigns like Dove's "Real Beauty" and Always's "#LikeAGirl" bringing themes of female empowerment into the conversation. Prior research highlights favorable attitudes toward femvertising, as consumers view the depictions of women in such advertisements as less stereotypical and more empowering. Despite this, some consumers are skeptical of femvertising as a form of brand activism, questioning its authenticity. Critics argue that femvertising may reinforce negative gender stereotypes rather than challenge them, and that it can be seen as "wokewashing" or "faux feminism." The study also highlights the importance of authenticity in advertising, which is valued by consumers who associate it with credibility and sincerity. Authenticity in advertising requires realistic plots and message credibility, which improve attitudes toward the advertisement and engagement intentions. Self-concept theory suggests that individuals seek to enhance their self-concept through the consumption of goods and services that have symbolic meaning. Consumers are attracted to products with positive self-congruity between their self-image and product image, and they avoid goods with negative self-incongruity. The study found that Gen-Z women judge the authenticity of pro-female communications based on the degree of perceived congruence with their actual self-concepts. The study's findings suggest that Gen-Z women's acceptance of inauthentic femvertisements may be an immediate response to advertising messages to which they can relate. However, when they take time to further consider the brand practices and advertisement content, they may become more critical and skeptical of the communicated message. The study also highlights the importance of real meanings and relatability in femvertising, as well as the need for brands to ensure that their messages are authentic and representative of the experiences of women. The study concludes that brands should prioritize relatability and achieve high actual self-congruence when planning the content of femvertisements, and that realistic and sincere representations of women are most appreciated by audiences.This study explores how Gen-Z women perceive femvertising messages, which are advertisements that promote female empowerment. Using authenticity and self-concept theories, the researchers conducted in-depth interviews to examine consumer responses. Thematic analysis revealed that positive attitudes toward femvertising depend primarily on relatability, which involves congruence with perceived actual rather than idealized self-concepts. While femvertisements often evoke initially positive responses, further reflection on their sincerity and authenticity leads to more critical perspectives. However, respondents remain reluctant to admit disliking a femvertisement, an outcome conceptualized as a "guilty displeasure." Theoretical and practical implications for pro-social advertising are discussed. Femvertising challenges traditional gender stereotypes and idealized body images, encouraging female viewers to embrace their natural beauty and potential. It has become increasingly prevalent in advertising, with campaigns like Dove's "Real Beauty" and Always's "#LikeAGirl" bringing themes of female empowerment into the conversation. Prior research highlights favorable attitudes toward femvertising, as consumers view the depictions of women in such advertisements as less stereotypical and more empowering. Despite this, some consumers are skeptical of femvertising as a form of brand activism, questioning its authenticity. Critics argue that femvertising may reinforce negative gender stereotypes rather than challenge them, and that it can be seen as "wokewashing" or "faux feminism." The study also highlights the importance of authenticity in advertising, which is valued by consumers who associate it with credibility and sincerity. Authenticity in advertising requires realistic plots and message credibility, which improve attitudes toward the advertisement and engagement intentions. Self-concept theory suggests that individuals seek to enhance their self-concept through the consumption of goods and services that have symbolic meaning. Consumers are attracted to products with positive self-congruity between their self-image and product image, and they avoid goods with negative self-incongruity. The study found that Gen-Z women judge the authenticity of pro-female communications based on the degree of perceived congruence with their actual self-concepts. The study's findings suggest that Gen-Z women's acceptance of inauthentic femvertisements may be an immediate response to advertising messages to which they can relate. However, when they take time to further consider the brand practices and advertisement content, they may become more critical and skeptical of the communicated message. The study also highlights the importance of real meanings and relatability in femvertising, as well as the need for brands to ensure that their messages are authentic and representative of the experiences of women. The study concludes that brands should prioritize relatability and achieve high actual self-congruence when planning the content of femvertisements, and that realistic and sincere representations of women are most appreciated by audiences.