Who runs the world?

Women.

Because get this: according to research done by Nielsen, women control $31.8 trillion in global spending today, and by 2028, they are projected to control 75% of discretionary spending. So they’re the ones oiling the wheels of good ol’ capitalism, keeping the economy moving, and giving businesses the motivation to up their game.

Yet, one study suggests that 91% of women feel that brands do not understand them, and that “a near-majority of products typically marketed to men are actually purchased by women”, citing cars as an example, with 65% of women doing the purchasing.

Go Beyond the Cliche
We live in a time where labels and stereotypes are often met with harsh resistance – and for good reason. It’s called progression, baby, and we’re all for it.

Case in point: the “Girl Boss” advert from People Per Hour in 2019 was banned by the Advertising Standards Authority for being patronising. The complainants argued the ad ‘perpetuated harmful gender stereotypes’ by patronisingly depicting women running businesses and implying their technological incompetence. This comes despite women holding more leadership positions (29% in 2020) than in previous years.

And when brands pigeon hole women, they’ll more often than not miss the mark. Take for example this Christmas TV advert from UK supermarket giant ASDA, which received 600 complaints for showing a stereotypical mum being stereotypically busy during the holidays. This demonstrates how when you haphazardly assign roles to women (or anyone for that matter), you run a chance of losing your audience.

But as marketers, our job is to identify and label our target audience, right? In principle, yes. But don’t forget, while your target audience may be – for example – mums, we’re still marketing to people. Like what Moss Postpartum House is doing – identifying the joys and frustration of motherhood to amplify the relatability.

Do it Right
What’s the trick then? While our ultimate goal is still to move products, how do we talk to modern female audiences in a way that doesn’t alienate them but actually get them to be loyal fans of yours? We share five tips that let you achieve that.

1. Avoid Stereotype
Broad categories like “new mothers” are often too wide. Narrow your target audience as much as possible, understanding their specific needs, desires, and triggers, then tailor your content accordingly. When you’re zoomed in to an audience, they will feel more heard and spoken to.

2. Rethink the Pink
Simply colouring products pink won’t attract women. As mentioned, women make the most purchasing decisions, even for traditionally “male” products like cars and electronics. Instead of genderising products, focus on marketing messages that resonate with a targeted female audience. It’s the message’s content, not the product’s colour, that matters.

3. Study Your Audiences’ Online Tastes
Millennial women are heavily on social media, with roughly half preferring Facebook and half Instagram. Pinterest is also popular, with 78% of active Pinners welcoming branded content. The key is to understand your specific niche’s platform preference and adapt your marketing style to it.

4. Champion a Cause
Women reinvest 90% of their income into families and communities, compared to 30-40% for men. Additionally, 81% of millennials want companies to be good corporate citizens. Brands should highlight their community involvement and how supporting them contributes to positive change, fostering an emotional connection.

5. Create Compelling Content
Women are discerning consumers of content. A NewsCred study found:

30% refuse content that doesn’t entertain or inform.
60% will only share thought-provoking and intelligent content.
70% will share content that makes them laugh. Avoid trivial or patronising content; focus on what genuinely entertains or educates your specific audience.

So be thoughtful about your content, and give your audience a reason to keep coming back to your brand.

Meaningful Marketing for Meaningful Connections
It’s clear that women are a dominant force in global spending, yet many brands consistently fail to connect with them effectively due to outdated stereotypes and a lack of understanding. Moving beyond simplistic “pink it and shrink it” strategies and truly understanding the diverse needs and preferences of modern women is crucial for success. By avoiding stereotypes, rethinking gendered marketing, understanding online behaviours, championing causes, and creating compelling content, brands can foster genuine loyalty and tap into this powerful consumer base.

Now that you’ve got a grasp of how to genuinely connect with women in your marketing, you might be wondering how to put these insights into action. How can you ensure your brand’s message truly resonates and translates into tangible results?

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