They influence in excess of 80% of purchasing decisions.
They have increasing financial gains.
Communicated with in the right way and given the right and consistent experiences, women have a great propensity to be loyal, share experiences, spread the word. . .
YET WOMEN ARE OFTEN IGNORED, TREATED AS 'NICHE' OR PATRONISED
Where they are targeted, communication frequently fails to engage or inspire.
It can be clumsy and gauche . . .often trying too hard, wearing strategy on it’s sleeve.
And then there is often a ‘gap’ between communication (the ‘promise’) and brand experiences (the ‘reality’).
OF COURSE IT'S NOT ALL BAD.
THERE IS EVIDENCE OF CHANGE.
AND THERE ARE SOME GREAT EXAMPLES OF BRANDS GEARED
DIRECTLY OR INDIRECTLY TO WOMEN
eg;gender neutral target
Evidence of more female values, softer imagery and brands in dialogue (Levi’s, First Direct, Apple, Toyota, Tesco)
eg;female target
Better sense of understanding women, being ‘true’ to female psyche (Dove, Nike)
BUT THERE IS AN OPPORTUNITY TO GET MORE 'RIGHT' MORE OF THE TIME
Even if women are not directly involved in a purchase, they are
clearly a growing force in many a market.
Brands that may have traditionally seen the world through 'male' eyes
are unlikely to resonate with women.
By seeing a brand through a woman's eyes, and identifying
ways to meet their needs, a better and more relevant experience
is likely to be created for all customers.
Indeed, as US marketing expert Marti Barletta explained:
“If you meet the expectations of a woman, you exceed the
expectations of a man”.
