You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.


Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


You will receive a weekly email whenever there’s new content on this topic.


You can review the topics you follow in Your Warc.

Key reading


Women 2020: How women's actions and expectations are changing the future

A paper exploring how women act as catalysts for change, today and in the future. It argues that marketers should respect the changing role of women in society, and the deep repercussions of this shift for both popular and consumer culture around the world.

Midlife Women: Embracing power and avoiding invisibility

This paper analyses the state of women aged 45-64 years old, using an international perspective.

Do men and women respond differently to ads?

Research which measured gendered emotional responses to ads by creative approach.

How to market to women

Best Practice paper offering practical tips, examples and recommended reading.
Not a subscriber? Download this sample

P&G tackles a taboo with a digital conversation – 'Like a Girl'

How Always engaged consumers in a new way by changing the conversation.

Latest case studies

Vodafone: Between us

This case study describes how Vodafone, the only foreign mobile phone provider in the Turkish market, created a secret alarm app to protect women in the face of domestic violence, which saved lives and strengthened the brand's position as innovative and reliable.

Babyshop embraces showrooming

This case study describes how Babyshop, a Norwegian maternity retailer, created a campaign to turn the practice of showrooming to its advantage, targeting customers in and around physical stores.

Antistax: Listen To Your Legs

This case study describes how the health supplement Antistax was repositioned in the global market through the Listen To Your Legs campaign that focused on inner-health over outer-beauty.

Rin: Career ready academy

This case study describes how Rin, a dominant detergent brand in some regions of India, created a mobile "career academy" to improve the career prospects of rural Indian women, and improve brand affinity.

Latest articles

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

The changing face of the beauty customer

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.

Know the audience: Mums

This article discusses recent global statistics, research and insights into mothers.

The Latina's beauty bag: emotional impact on consumer behaviour

This article aims to understand Latin American women's relationship with make-up by mapping and quantifying the contents of women's 'beauty bags'.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200