Ditch the Pink; Embrace the Power
How to market to women in 2024
We’ve said it before, and we’ll say it again – because it is slowly starting to sink in. Women are not a niche market. They are the market.
They make up more than half of the population, the workforce, and the college-educated adults in the U.S. They also influence or control 85% of purchasing decisions, from vacations to new homes to cars. And they value quality and performance over appearance and aesthetics when choosing products.
So why are some brands still treating women as if they only care about pretty packaging, elegant branding, and the color pink? Why are they ignoring the fact that women are savvy, discerning, and powerful consumers who demand more from the products and services they buy?
Marketing is starting to catch up, but it seems to be one brand at a time. So make sure yours is one of those brands! So, ditch the stereotypes, the clichés, and the outdated assumptions. Embrace the diversity, the complexity, and the empowerment of women. And market to women as the true decision-makers they are.
You know to research your audience and to speak with them authentically. Here’s how to set your product apart.
Show Them The Benefits
Women want to know how your product or service can improve their lives, solve their problems, or fulfill their aspirations. Show them the benefits and outcomes of using your product or service, not just the features and functions – but make sure the function comes first in product design. Use testimonials, case studies, or stories to demonstrate the value of your product or service, and how it is going to improve their lives. Show women how your product or service was designed to fit their needs and their lives.
Highlight Social Responsibility
Women are not indifferent to the social and environmental issues that affect them and their communities. They care about the impact of their purchases on the world around them because they see those impacts in their day-to-day lives … in their homes, with their children, in their bodies.
They prefer brands that share their values and support causes they care about. Show them how your brand is socially responsible and aligned with their values. Highlight your social or environmental initiatives, partnerships, or certifications that showcase your commitment to making a positive difference. Check out how these female-led brands are making a difference.
Real Trust, Real Loyalty
Women are not loyal to brands by default. They are loyal to brands that earn their trust and respect. They want brands that are consistent, reliable, and transparent. They want brands that listen to their feedback, address their concerns, and reward their loyalty. Build trust and loyalty with women by providing excellent customer service, engaging with them on social media, offering incentives or discounts, and creating a community of loyal fans. Here are some examples of brands that are creating community in engaging, innovative and authentic ways:
Women are the most powerful consumers in the world. They are not a market to be ignored, underestimated, or stereotyped. They are a market to be valued, understood, and respected. If you want to market to women in 2024, ditch the pink and embrace the power. If your brand or business is ready to engage with women in new and exciting ways, check out how we can work together here!
