In this article, I am doing to talk about the future of Women – or at least, changes and emerging trends in the world of women’s marketing and also the gender gap when it comes to products and how they’re being presented by brands. The changing attitude to culture, lifestyle verticals and what is driving this change.
Many female-founded brands are starting to disrupt traditional Women’s verticals, especially in the female health tech, with a fresh new tone of voice, product offer, and visual language.
What’s really exciting about this time, is that you have a wave of female founders who are singlehandedly reinventing categories based on this new criteria.
We’re seeing women create director consumer brands designed in an empathetic way with a more approachable tone of voice. They’re building ethics into their business model from sustainability to donating to important charities and women’s causes, and they’re reframing how these categories are integrated into women’s lives.
You would expect female-oriented brands to embrace women, well quite frankly this is not always the case. Women are sick of tired of what’s out there. But what’s out there?
The truth is the industry is quite fractured, you have these large brands that speak to you in this really hyper-masculine way and then you have these newer companies who are hyper-feminine and equally raunchy at times. There’s no space for comfort. You better pick pink or blue or black and gold.
Take condom companies, for example, the biggest problem with their marketing campaigns is that it looks like they’re trying to sell you sex. All these brands need to start setting the tone to a more educational and realistic approach as opposed to being explicit and talking about what you’re doing in the bedroom and after. It makes people feel guilty and uncomfortable. There’s a wide-open space for change.
Another thing these brands need to start doing is using culture and human insights to develop meaningful marketing. Disrupt and dismantle stigmas, put a spotlight on cultural discomfort with women’s bodies and the way that they function.
Take this advert for a change, it tackles a lot of subjects head-on.
This campaign was refreshingly honest and artful, they refused to use blue liquid to show how their product worked instead they used red liquid because HEY that’s what blood looks like.
So, in conclusion, there’s not a lot of campaigns that portray women the way they want. There’s the need for connection, the need for better products, the need to disrupt the taboos around women’s bodies. The industry should make space to talk about these issues in a way that doesn’t feel so medical and embarrassing, also maybe permission to laugh about it a little bit. It’s time to bridge this corporate hurdle.