Women are your new brand forecasters. In our recent report, Hidden Women, we surveyed 2,700 women of all ages throughout North America. We found that across several sectors, when women felt that a brand didn’t speak to them, their future purchasing decisions followed suit.
Notably, this wasn’t a survey about women-targeted brands. In fact, we excluded those entirely. Of the 110 brands surveyed, women had a higher likelihood of using the brands they felt understood them: brands from Nike and Alo to Apple Pay.
Brands that empowered and enabled women’s independent lifestyles scored the highest on all fronts. So the question is: how does your brand help women… and are you speaking to them in ways that connect to their lives?
Solve this, and you’ll earn brand loyalty across half the population.
Over at Greenbook, we published a deeper dive on which brands and categories are scoring highly among women, which ones are being left behind, and why.
