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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 describes how feminine hygiene brand Bodyform set out to own online share of voice with minimal marketing investment, by challenging taboos with a provocative film featuring sport, exercise and menstrual blood.

Case Study

This case study describes how World Vision UK, a children's charity, reversed its decline in acquisitions by targeting affluent middle-aged women.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Case Study

This case study describes how Glasgow Life, a charitable sports and culture organisation, and the Federation International de Gymnastique, the competitive gymnastics governing board, designed a new brand identity for the 2015 World Gymnastics Championships in Glasgow.

Case Study

This case study describes how Harrogate Spring Water, a UK mineral water brand, achieved cut through in the tough British water market with a redesigned bottle and a new brand positioning.

Case Study

This case study describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.
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Article

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

Article

This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.

Article

In this article the author cautions brands to be mindful of the varying forms feminism takes in the modern age when appealing to female consumers.

Article

This article questions if financial services companies aren't capitalising on the increasing number of women who are the largest earners in their families.

Article

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

Article

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

Article

This event report outlines how various brands owned Procter & Gamble, the FMCG giant, have begun to explore the area of social activism.
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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 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.

  3. 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.

  4. Article

    This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.

  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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