It was supposedly one significant step for womenkind, but at its core, was it just one giant leap for marketing? Blue Origin recently launched an all-female crew into space. Those on board were aerospace engineer Aisha Bowe, social entrepreneur and civil rights activist Amanda Nguyen, television personality Gayle King, singer-songwriter Katy Perry, executive producer Kerianne Flynn, and journalist Lauren Sánchez.
The mission garnered considerable media attention, sparking discussions about genuine female representation, space tourism, and corporate authenticity. But did the trip to space represent genuine progress, or was it simply a well-crafted marketing spectacle? D'Amore-McKim Associate Professor Hristina Nikolova weighs in.
Historically, space missions have prioritised scientific exploration and discovery. However, Nikolova notes a clear shift in Blue Origin's approach.
“Traditionally, missions to space have been rooted in scientific exploration and discovery,” Nikolova says. “In contrast, Blue Origin's All-Female Spaceflight Mission appears to lack the substantive scientific focus that has historically defined space travel. As such, it might be perceived as more of a marketing strategy rather than genuine advancements for women in STEM.”
From a branding standpoint, there is significant strategic and marketing value in framing space travel as exclusive, such as promoting an “all-female crew”. According to Nikolova, this positioning could enhance Blue Origin's brand prestige by surface-ly aligning it with progressive social values.
“Framing space travel as exclusive and curated has the potential to elevate brand prestige,” Nikolova explains. “It could position companies like Blue Origin as champions of social progress, allowing them to tap into consumers' conversations around diversity.”
However, this strategy does not prevent the risk of backlash and scrutiny. Nikolova highlights the crucial factor of authenticity, stressing that success ultimately depends on consumer perceptions: “All of these positive effects on the brand ultimately depend on how consumers perceive the authenticity of the effort—and whether it is met with genuine enthusiasm or skepticism.”
Younger audiences, particularly students and novice professionals, are known for their keen sense of authenticity, often questioning the motives behind corporate actions and thoroughly analysing how companies balance their rhetorical appeals: ethos, pathos, and logos. Nikolova points out that students are likely to approach missions like these with skepticism.
“Younger audiences, including students, are increasingly focused on authenticity and are likely to view missions like this with skepticism and question their true intent,” Nikolova states. “They may wonder whether the effort represents genuine progress or simply a marketing tactic.”
She further emphasises that real progress in representation occurs when diversity becomes routine and normalised rather than extraordinary.
“While any increase in representation should be acknowledged,” Nikolova shares, “true progress can be made only when missions are diverse and inclusive by design, not as curated marketing moments. We want diverse crews to become unremarkable—more of a routine, rather than an exception.”
Ultimately, the success and legacy of such missions will depend on their lasting impact beyond headline-grabbing announcements and whether future endeavors prioritize true inclusivity over fleeting promotional appeal.