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Women

Women are females aged 18 and over. Female consumers are typically defined as pre-family, family, and post-family. However, a more nuanced approach to segmenting and communicating with women is emerging as their role in society has evolved and they are wealth creators, leaders and individuals in their own right. Brands in many markets appeal to this audience using a rejection of stereotypes combined with messages of female empowerment.

Key Reading

Important papers from across the Warc database

Sets out a new way of thinking about marketing to women as old definitions and associations become outmoded. Traditional identity-drivers such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.
Topline global trends in attitudes and approaches to health among under-30s women.
Why marketers need to respect the changing role of women in society.
Best Practice paper offering practical tips, examples and recommended reading.
How Always engaged consumers in a new way by changing the conversation.

Case Study

This case study explains how SOS Children's Villages, a charity that works with orphaned children living in poverty, used a series of photographs to connect with Swedish people on Mother's Day and increase donations.

Case Study

This case study shows how Microsoft, a tech company, helped US girls realise their potential in Science, Technology, Engineering and Math (STEM) careers by presenting them with inspirational role models.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Case Study

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.
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Article

This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.

Article

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article explores the relationship of Asia's millennials to motherhood, and how these new perceptions affect their relationships with brands.

Article

This article explores how mothers across Asia consume content and explores characteristics of a very diverse demographic.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 8,000 mothers - defined as women with one or more children under the age of 16 - to examine their attitudes towards brands and their online behaviours.
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  1. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  2. Article

    This paper considers the changes in brand communications with women, how pro-female and empowerment rhetoric is gaining prevalence.

  3. Article

    This report looks at sanitary protection, the second largest disposable hygiene category globally after nappies, analysing the challenges faced in developed markets, the opportunities in developing countries and key trends in product segmentation, packaging, marketing and distribution.

  4. Article

    This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

  5. Article

    This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.
  6. Article

    This article highlights topline trends in young women's approach to fitness and health across the world.

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