What we know about marketing to women

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Women's roles in society have changed and continue to evolve. They are the key decision makers and are responsible for between 70-80% of all purchases worldwide. And with more women in the workforce they are creators of wealth themselves. At a time of great cultural and social change epitomised by movements such as #metoo and #unstereotype, old stereotypes are being challenged and brands are adopting more relevant and appropriate ways of engaging with this vast and lucrative audience.


Women consumers are females aged 18 and over and are typically segmented as being pre-family, family, and post-family.

Key insights


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