Women Want to Buy from Brands That Support Them

In the attitudinal segments from our taboo research, we see women from all demographics. So, advertising based solely on HHI, marital status, or education level is like choosing the mystery flavor every time. Maybe the surprise will taste good, or maybe you’ll be trying to engage wrong-fit customers. The odds are not in your favor. Even persona ideation can fall short if you base your strategy on your biases. Instead, find out what women really think and feel and watch your advertising connect.

One of the core insights from our research is that women are more likely to buy from your brand if they know they have your support. We’ve said it before, and we’ll say it again until you hear us: Women from all walks of life want to feel supported by brands. They want to know you’re in their court, whether it’s the neighborhood basketball court, a clay tennis court, or an indoor pickleball court. Women have different wants and needs you have to understand.

So, what does it look like for brands to support women? Is it enough to have a woman as your CEO? Certainly not. Have you done your due diligence if your ads avoid stereotypes? Hardly. Women need you to wield your brand power—your visibility and ability to change culture—to improve their worlds.

Brands, this is how you support women.

Ultimately, you can choose how you show up as a brand. This is privilege, and it is power. You can pander and prioritize your profits only. You can do the bare minimum to meet your bottom line. You can come up with any number of excuses why you can’t do more (“We’re just a brand!” “That’s not our responsibility.” “We don’t have the time or resources.”) Or, you can change minds and lives. Take a guess what women want you to do.

Most of the 600 women who participated in our research say the following drives their interest in engaging with a brand:

1. a product or service designed by a woman (64%)
2. a brand that makes a point of elevating the voices and needs of women (56%)
3. a product or service designed specifically for women (54%)

Interestingly, women are more engaged by brands that speak to women’s issues and concerns over a company being led or founded by a woman. Women in leadership matter, but you need to do more than have a woman in charge.

Let’s break these vital brand actions down further so we’re clear and you’re clear.

A product or service designed by a woman: Women trust other women because they understand their lived experiences. When a man designs a product for women, the results can be disastrous. Women healthcare workers and firefighters donning PPE designed by and for men are at a higher risk of adverse outcomes and injuries. Not to mention the infamous crash test dummy travesty. Medical testing. Power tools without the features women need (but yes! Available in pink!). It goes on and on. All of these design flaws harm women and can even put them at risk for downstream psychological impacts. From outright harm to infuriating inconveniences, women truly are living in a man’s world. So let’s change it.

A brand that makes a point of elevating the voices and needs of women: Too often, people talk at, down to, or on behalf of women. How many women out there have had a man ignore or invalidate their expertise? How many women have had to remind their male peers that they’re speaking? How many women have had to fight for credit for their ideas? Women are downright weary. Brands have content channels and access to large audiences; it’s time to give women a platform. Be intentional. Be bold. Bolster women’s voices—there’s no such thing as too much.

A product or service designed specifically for women: Even though it’s become a meme, women’s delight when their clothing has pockets is sincere. It’s a low bar in the product and service development world right now, right? Think of what the world could look like if brands talked to women and found out what problems need solving. We imagine a future with many products and services designed specifically for women, not just the leftovers from men’s wants and needs.

The gender isn’t the problem; the box is.

Refusing to dig a bit deeper into the wants and needs of 49.7% of the world’s population is holding us all back. So, let’s learn a bit from our research's attitudinal segments, which clarify the differences in how women think.

Boundary Pushers and Female Favorers especially have experienced gender-based challenges. They’re passionate about women’s issues and dream of an equitable world. They know their money is powerful. They know they can influence brands by purchasing from them or avoiding them. If you want to connect with them, you need to do more than just sell a product or service. Women expect more from brands, and you won’t garner loyalty by offering crumbs.

These women are the most passionate about the need for progress. Meet them where they are.

A few ideas:

1. Build a community platform for your brand where women can gather and discuss issues important to them. Yes, women need to choose to share their voices, but you can make it as seamless as possible. Send surveys to those less comfortable engaging in a community; they can answer privately and you can share anonymously. Just make sure you actually listen and make changes. Peruse your social media platforms; find the Boundary Pushers and Female Favorers amongst your fans and engage with them, reposting their content when applicable.
2. Incorporate a social action arm into your business operations. Gone are the days of just selling a product or service. Hire smart women to lead your initiatives. You’re not just a brand; you can fight for progress—on social media platforms, in courtrooms, and across media channels. Take a page from companies that immediately took a stand when Roe v. Wade was overturned in 2022, offering travel benefits, expanded reproductive healthcare options, and provided a safe environment during a terrifying time for women across the country. You can’t just be a company anymore.
3. Make better products and services. Invest in R&D with women at the helm and in focus groups. Establish a continuous improvement plan, soliciting customer feedback to keep going until you get it right. Stray from the road traveled; develop novel designs not based on the existing ones made for men. Create a world made by and for women.

We know you can do it, and we’re on standby to help. Find us at [email protected]!