• by Kim Lawton , March 10, 2023

According to Catalyst research on global spending, women account for more than $31.8 trillion annually. In the United States alone, women control over 83% of purchases in multiple categories. Given these findings, one can only wonder why women’s stories are underutilized in marketing strategies.

To authentically represent and connect with women both inside and outside of your target audience, your brand should start incorporating stories from real women into campaigns, strategies, and messaging.

The Importance of Successfully Reaching Women

According to Morning Consult, only 29% of women and 37% of Americans feel that advertisements accurately portray women. The lack of diversity in marketing can make women feel misunderstood by marketers, which makes it difficult for brands to engage with them successfully.

Generally, customers are either utilitarian or hedonic when it comes to their shopping motivations. Studies indicate that many women fit in the latter category; they tend to shop for enjoyment rather than need. As a result, brands that fail to establish a real connection with women will likely struggle to appeal to women as consumers.

To overcome this challenge, it’s essential to use real stories from real women when marketing products. In turn, connecting with the audience that has the most spending power can help drive sales and increase brand awareness.

Story-Focused Campaigns That Have Seen Success

Dove’s “Real Beauty” campaign was launched in 2004, but remains a prime example of how effectively highlighting personal stories from women can empower the target audience. Dove launched the “Real Beauty” campaign to increase the self-confidence of women and to challenge mainstream beauty standards. By demonstrating other forms of beauty to viewers, the company continues to benefit from the launch nearly 20 years later.

More recently, Gatorade’s “Love Means Everything” campaign succeeded in building a strong connection with women by paying tribute to Serena Williams ahead of the 2022 U.S. Open. Sincere performances, heartfelt video clips, and prominent figures with strong core values all made Gatorade's campaign extremely effective.

Marketing Considerations for a Women-Focused Narrative

If you’re planning a campaign that leverages women’s stories, you’ll need to follow a few important steps:

• Understand your audience and promote inclusivity. Conduct thorough research to understand who your audience is and the potential they represent. This will ensure that your campaign speaks to everyone and evokes feelings of support, acceptance, and friendliness.

• Be genuine. Highlight women who share your brand’s values, induce nostalgic memories, or inspire others with the challenges they’ve overcome. Because authenticity is so attractive to customers, you should promote elements of sincerity and truth in your marketing materials.

• Aim to inspire. Be thought-provoking. Your marketing should leave your customers with something to think about. Try to think of taglines, catchphrases, lessons, or practical moves that they can apply to their everyday lives.

Women's narratives are powerful tools that can reach more women and create deeper, more meaningful connections. By using these valuable resources, marketers can stimulate dialogue and build relationships with women across all demographics.