Do we really need to market differently to women?

Do we really need to? Haven’t we moved past this? Aren’t we all starting to fret about Generation K now (named for Katniss Everdeen of Hunger Games fame, in case you were wondering)?

Though it’s probably worth mentioning that women buy or influence 70-80% of all consumer purchases. Yes all, tech and cars included.

And that equates to a whopping $12 trillion in global consumer spending, according to global management consulting firm Boston Consulting Group.

So, actually it probably is worth a second look.

Particularly since recent research demonstrated that 91% of women say ‘Advertisers don’t understand us’.

Search Google for ‘Marketing to Women’ and you get about 372,000,000 results in 0.38 seconds. We are used to getting large volumes in google searches, but still, that is a lot.

Clearly there’s an appetite – and commercial imperative – for brands and organisations to better understand and reinvent their approach to the female market.

Even if your brand is gender neutral, you should be looking at how women respond to it. Improving engagement with women has been shown to improve your brand communications across the board. Which is surely good news for everyone.

Drawn from a cross-section of research, including Collider’s own recent ‘launch’ research, we’ve identified some key learnings and observations about where brands are going wrong – as well as doing right – and fine-tuned this into 5 key principles to help brands begin to better engage with their female consumers (and in the process, broaden their appeal all round):

  1. Ditch the demographics – think mindsets
  2. Focus on conversation, not conversion, first
  3. Stop ‘Marketing at’ start ‘Creating experiences for’
  4. Do good
  5. Give women more of a voice

Obviously, we can’t go in to all of this in great detail in a 330-word blog, so drop us a line (here) as we’d love to come in and have a chat about how we can help your brand market to half the world’s population more effectively.

 

 

Written by Charlotte Bunyan – Head of Strategy 

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