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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

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.
New thinking about marketing to women is needed, as old associations become outmoded.
How brands are segmenting consumers on the basis of ethnic and cultural needs.
Analysis of the second largest global disposable hygiene category, after nappies.

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