Women are powerful influencers in all aspects of social, cultural and business leadership, and they dominate consumer spending, making around 70%-80% of all purchasing decisions. Gender identity has become increasingly important to the modern American woman, however, only about half of women say they’re satisfied with portrayals of their gender in advertising.
Representation alone is not enough to prove that your brand cares about their identity. Has your brand evolved to effectively understand and engage the modern American woman?
Read on and fill out the form to watch the replay and hear how brand leaders responded.
Collage Group had the pleasure of hosting four leaders from our member brands to explore insights and ideas for brands to support women and gender equality. Fill out the form to watch a replay of the presentation and panel discussion, and download an excerpt of the insights:
Collage Group Director of Product & Content Natalie Griffith kicked off the event with cultural intelligence on the demographic profile and cultural traits of women consumers, as well as insights from our Holidays & Occasions work specific to Women’s History Month.
Natalie’s presentation was followed by a conversation with Collage Group member panelists moderated by Zekeera Belton, Vice President of Client Services. Panelists included:
- Nicole Buchanan, Pandora, National Sales and Strategy Lead, Multicultural Growth Segments
- Audrey Cochran, TVOne, Vice President, Research
- Andrea Hernandez, JAFRA, Sr. Brand Marketing Manager, U.S.
- Tatiana Stadukhina, Diageo, Vice President, Johnnie Walker & Buchanan’s
Panelists answered key questions about their challenges and successes in authentically engaging and supporting women, including:
Q1: Women are powerful influencers in all aspects of social, cultural and business leadership, and they dominate consumer spending, making around 70%-80% of all purchasing decisions. How has your brand evolved to effectively understand and engage women consumers – and harness the power of their influence?
Q2: Gender identity has become increasingly important to the modern American woman, however, only about half of women say they’re satisfied with portrayals of their gender in advertising. How has your brand worked to address this – and other challenges – to effective portrayals of American women?
Q3: The disruptions caused by the pandemic have disproportionately impacted women, specifically working moms, and could lead to long-lasting consequences for gender equality in the workplace. How is your brand supporting the modern American woman and taking steps to authentically support gender equality and drive progress?
Q4: How is your brand or company applying consumer insights on American women to support Diversity and Inclusion efforts, such as addressing the gender pay gap?
Q5: What do you think women – and the majority of Americans – are looking for from brands?
Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.