Women don’t see themselves reflected in the boxes that brands have traditionally put them in: mother, career woman, homemaker, and so on. But on the upside, there are clear qualities that women do want brands to recognize: independence, wisdom, and creativity.
These findings come from our landmark Hidden Women survey, taken last December across a selection of 2,700 women in North America. 82% of women surveyed are defining womanhood on their own terms.
This phenomenon is a huge opportunity for brands willing to reassess their own perceptions about women in their consumer base. We found that the qualities most cited by women as “aspirational” just so happen to be the ones that brands are least likely to validate.
That signals strong demand, and the sooner brands act on this, the better.
For a deeper dive on what women want from brands, head over to our article on Quirks, where you’ll also find the numbers around labels like “feminist,” “alpha female,” “trad wife” and more.
