Drive Brand Relevance with Women Consumer Essentials
Discover women’s unique perspectives and motivations through their evolving, complex identities and actionable Group Traits.
March 3, 2023
Katya Skogen – Director, LGBTQ+ & Gender Insights
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.
Read on and 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.
Key Insight #4: Self-Directed Group Trait
Women rely on their inner voice to guide their everyday decision-making and to direct their future. Conscious of their own needs, they aim to shape a vision of happiness and success best fit for their life.
Do This
Defy the unrealistic standards that hinder women’s ability to reach their full potential and optimal well-being.
Key Insight #5: Poised Group Trait
Women are primed to pursue their goals and gain greater respect and recognition while keeping their own values, beliefs, and priorities intact. They pine for the balance between external pressures and their own needs and aspire to carry themselves with utmost poise.
Do This
Inspire and celebrate wins—however women choose to define them—by featuring their stories on owned and paid media.
Other Women's Consumer Research Articles and Insights from Collage Group
Katya Skogen
Director, LGBTQ+ & Gender Insights
Katya leads Collage Group’s LGBTQ+ and Gender research. Her other interests include multicultural segments as well as consumer behaviors and attitudes in the context of media, technology, food and beverage, and retail industries.
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