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March 8th, 2013

What women really want.



Turns out, a lot of marketers couldn’t tell you. And in honor of International Women’s Day, we thought we’d point out how so many brands are still epically failing at targeting the xx population. For holding 75% of the purchasing power in the United States, women are grossly misunderstood. Or rather, barely-even-trying-to-be-stood. The majority of us aren’t snapping on rubber gloves and waiting for hubby to get home. So why are women:

  • 3 times more likely than men to be depicted as a product user over an authority figure
  • 4 times more likely to be shown in a dependent role
  • and 3.5 times more likely to be staged in a domestic environment over a work environment?

Because gender stereotypes of the 1950s still cling to our society like 90-year-old politicians cling to their senate seats. And marketers have been strategically lazy when it comes to mastering the modern woman. Which is why many brands have been missing the boat to the feminine side, again and again. Case in point:

But some brands are paying attention. Like L’Occitane, Amazon, and of course, Dove. These progressive brands have extracted real insight from their female following—recognizing that most women do it all i.e., fulfilling a career while raising children while following their own passions. And they certainly aren’t looking to be retouched. So—at the very least—give women something that will make their lives easier. Or give them more control over it. Or even a nice break from it. And we just might notice you.

That is, if we’re not too busy rocking our mom jeans.