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Key reading


Marketing to women: the new rulebook

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.

Young women's health, fitness and wellbeing

Topline global trends in attitudes and approaches to health among under-30s women.

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

Why marketers need to respect the changing role of women in society.

How to market to women

Best Practice paper offering practical tips, examples and recommended reading.
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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

Febreze: WYGS Noseblind

This case study explains how Febreze, the odor elimination brand, persuaded people that they had become immune to smells to increase sales in the UK and Ireland.

Zalando: #whereveryouare

This case study explains how online retailer Zalando used micro-targeting to make people living in small towns and villages feel special - and increase sales.

Nice'n Easy: The Greys Are Here

This case study describes how a P&G home hair colour brand, Nice'n Easy, used a Facebook platform to drive brand awareness and sales/share among Australian women.

Microsoft: Make What's Next

This case study describes how Microsoft, a US software and tech giant, gave girls role models and raised awareness of the significant contribution of women in Science, Technology, Engineering, and Math (STEM) by celebrating all things that are 'Woman Made'.

Latest articles

How Bupa uses content marketing to drive sales in Australia

This article explores how Bupa, the multinational healthcare company, built a content marketing portal specifically targeted at Australia's mothers to build engagement with the brand and subsequently increase sales.

Marketing to India’s Online Women: Video, Social Media & E-Commerce

This article explores the online behaviours of India's women, and how brand marketers can capture their attention.

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.

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