Drive Brand Relevance with Women Consumer Essentials
Women are powerful influencers in all aspects of social, cultural, and business leadership, and they dominate consumer spending, making a bulk of all household purchasing decisions. But many advertisers are missing the mark in their portrayals of this powerful consumer segment. While gender identity has become increasingly important to the modern American woman in recent years, only about half of women say they’re satisfied with portrayals of their gender in advertising.
Fill out the form for an excerpt from our Drive Brand Relevance with Women Consumers Essentials presentation.
Representation alone is not enough to prove that your brand cares about their identity. Brands today must evolve to effectively understand and engage the modern American woman.
This powerful study explores three key areas of our consumer fundamentals research: identity, cultural context, and Group Traits to help your brand authentically connect with women.
Key Insight #1: Most Women Feel Misunderstood and Misrepresented by Brands
Women’s intrinsic diversity and the complex sociopolitical conditions hinder brands’ ability to authentically address this influential segment’s needs, motivations, and experiences.
Do This
Reflect, validate, and empathize with women’s nuanced and complex experiences in brand messaging and positioning. Walk the talk by making deliberate talent management decisions and creating opportunities for women to direct the core business and the culture of your organization.
Key Insight #2: Women Expect Brands to Champion Communities and Issues They Care About
Brands that champion the issues important to women reap the rewards of consumer appreciation and loyalty.
Do This
Lean into social issues that are both salient to women and congruent with your brand values by investing in marketing, partnerships, and CSR initiatives.
Key Insight #3: Attuned Group Trait
Women approach life with a sense of mindfulness, a desire for harmony, and an awareness of potential ripple effects of their choices and actions. They’re compelled to consider the broader context and align their decisions with the needs of others and the greater good.
Do This
Tell women how your brand, product, or service helps turn limited resources into maximal results. Position your promotional campaigns to balance the needs of others with women’s own priorities.
This blog includes a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock full access to our cultural intelligence engine.