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Discover Women consumers’ unique perspectives and motivations through their evolving, complex identities and actionable Group Traits with our 2024 Research Essentials, now including trended data.
March 8, 2024
Katya Skogen – Director, Cultural Insights
Women are influential in all aspects of social, cultural, and business leadership. Plus, they dominate consumer spending, making the bulk of all household purchasing decisions. But many advertisers are missing the mark in their portrayals of this powerful consumer segment – only about half of Women say they’re satisfied with portrayals of their gender in advertising.
Representation alone is not enough to make your campaigns and messages stick. Brands today must evolve to effectively engage modern American Women around the themes and issues that matter to them most.
This powerful study, updated for 2024, explores three key areas of our consumer fundamentals research: identity, cultural context, and Group Traits to help your brand authentically connect with Women. Read below for key insights and download the sample study to learn more.
Fill out the form to download our report for relevant insights on how to engage Women consumers.
Women’s tendency to ensure Harmony and comfort for others at the expense of freely expressing their own values and thoughts dramatically dropped in priority this year. Its ranking among Collage Group’s 75 Cultural Statements decreased from #30 in 2022 to #41 in 2024. Meanwhile, the rise in Self-Assured, Competitive, and Disciplined attitudes among Women is a sign of momentum-building cultural shifts.
While Women remain conscientious and care about how their actions affect the world around them, they are also increasingly focused on personal goals, wellbeing, and self-fulfillment. Brands must continually evolve to meet Women’s changing needs, validate their experiences, and celebrate their wins.
Women consciously align their choices and actions with the needs of other people and the world around them. But this tendency coexists in constant tension with the other traits.
Do This:
When making decisions and paving their path to happiness and success, Women rely on their intuition and sense of self-awareness.
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Women are primed to pursue their goals while staying true to their beliefs, values, and aspirations.
Do This:
Contact us for more research on how to connect with Women consumers and learn how to connect with the new, diverse American mainstream and make your ad a winner.
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.
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group