One Major Shift with Women Most Brands Miss
I recently met Kara Richardson Whitely, who climbed Mt. Kilimanjaro not once but 3 TIMES. Kara has written several books about her experience (including Gorge), has shared her story on a speaking tour, and even has a movie in development about her experience. Featuring a significant star from This Is Us.
Pretty impressive, huh?
What if I told you that Kara realized those achievements while weighing 300 pounds? Even more incredible.
Kara represents a part of the female population that is often ignored—plus-size women.
More than two-thirds of women wear a size 12 or above.
Let me say that again—the majority of women are plus-size.
However, there is evidence that brands haven’t shifted their communications and innovation to better meet her needs.
They still show size 2 models, they don’t offer products or sizes for her, and they don’t include cues that their products work for her.
And some brands are making progress—Dove is well-known for their inclusive advertising, and Athleta just announced they are expanding their size lineup.
Also, Always Discreet understands the correlation between obesity and incontinence. Yet, there is so much more brands can do to delight plus-size women.
Let me share a few of the ideas that Kara and I talked about:
1. Imagery
First, many brands still show petite, skinny models that don’t represent the body types of the majority of women, OR plus-size women are only shown in diabetes commercials.
The brands that attempt to update their photography often use stock photography that doesn’t resonate with plus-size women.
The solution: invest in shooting with real plus-size women, so the body shapes you are showcasing sync with women’s real bodies.
2. Self-worth mindset
While weight represents the physical appearance, most marketers miss the deep emotional mindset that many plus-size women feel, which is a lack of self-worth.
Can your communication reaffirm her as a woman, mother, sister, friend, leader, employee, and volunteer to amplify her self-worth?
3. Delayed satisfaction mindset
Kara shared that another mindset plus-size women have is they delay activities until they lose weight, ranging from delaying activities such as doctor’s visits or vacations to daily activities like walking.
Based on this insight, it is critical to include a compelling call-to-action of the benefits to begin now.
Your Brand Can Connect With Her Today!
So, I hope I’ve raised your radar of this critical segment within the female population and that you will relook at your current marketing to ensure it is inclusive of plus-size women.
And if you want to go deeper on this topic for your business, feel free to send a message, and Kara and I will arrange a time to talk about your brand’s opportunities.
