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The six things women look for from the brands they purchase from

Women account for a significant portion of purchasing power. Here are six strategies for brands to connect with those vital consumers.

Marketing to women

In today’s competitive marketplace, building a strong and loyal customer base is crucial for the success of any brand.

While targeting a diverse audience is essential, it is important to acknowledge the unique connection that women have with brands. I don’t think there will ever be a better example of this than the mammoth success of the Barbie movie, generating approximately US$1.38 billion in the global box office alone as of September.

Harvard Business Review reported in 2009 that women accounted for US$20 trillion in annual consumer expenditure, which made them a larger potential market expansion than China and India combined.

Women, as consumers, possess a remarkable ability to form deep and lasting bonds with the brands they choose to support.

Fast forward a decade to 2020, and it was reported that women’s spending power is closer to US$31 trillion. Nielsen predicts that in another five years, women will control 75 percent of discretionary spending. That’s a lot of power.

Women, as consumers, generally possess a remarkable ability to form deep and lasting bonds with the brands they choose to support, which begs the question: How do we build connections with women consumers? It mostly comes down to creating campaigns driven by passion and authenticity.

Here are six strategies that brands can employ to connect with female consumers on a profound level.

Understanding emotional intelligence

One of the key factors in women’s connection with brands lies in their emotional intelligence. Women tend to make purchasing decisions based on how a brand makes them feel.

They seek out brands that align with their values, resonate with their aspirations and contribute to their overall wellbeing. By understanding the emotional landscape of women, brands can tailor their messaging, imagery and storytelling to evoke the desired emotional response.


Authenticity and trust

Building trust is essential in any relationship, including the one between women and brands, and authenticity plays a vital role in fostering trust and loyalty.

Women appreciate brands that are transparent, genuine and consistent in their communications and actions. By being true to their values, delivering on promises and actively engaging with their female consumers, brands can establish a sense of trust that strengthens the bond over time.

Representation and inclusivity

Women, more than ever, seek brands that embrace diversity and inclusivity. They want to see themselves represented in advertising, marketing campaigns and product offerings.

Brands that prioritize inclusivity and showcase the diverse experiences, body types, ages and backgrounds of women foster a strong connection with their audience. By creating spaces that make women feel seen, heard and valued, brands can cultivate an unwavering sense of belonging.

Empowerment and purpose

Empowerment is a driving force behind the connection women forge with brands. Women appreciate brands that inspire and uplift them, helping them overcome challenges and achieve their goals.

Brands that align themselves with a larger purpose and advocate for social causes women care about demonstrate their commitment to making a positive impact. By supporting and championing women’s causes, brands can tap into a deep sense of purpose that resonates with their female consumers.

Engaging in meaningful conversations

Building a strong connection with female consumers in the digital age goes beyond traditional advertising. Brands that actively engage in meaningful conversations with their audience, both online and offline, stand out from the crowd.

By leveraging social media platforms, hosting events and creating opportunities for women to share their stories and experiences, brands can foster a sense of community, sparking conversations and building lasting relationships. This is why social media has found itself firmly in the digital PR toolkit.


A sense of understanding

Women have an unparalleled ability to connect with brands on a deep and emotional level – a very good reason to have more women in senior management and board positions.

By understanding the factors that drive this connection, brands can tailor their strategies to resonate with female consumers. Embracing authenticity, inclusivity, empowerment and purpose, while actively engaging in meaningful conversations allows brands to build trust and loyalty with women.

In a world where female consumers hold significant influence, establishing a genuine connection with them is not only good business but also a powerful way to foster lasting brand advocacy.

Amanda Lacey is the Founder of Popcom, a communications and public relations consultancy specialising in the professional services industry.

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