Surely you’ve heard this fact before: A whopping 91% of women feel advertisers
don’t understand them.
We are committed to correcting that, hopefully by simply improving marketing to women.
But first, we needed to find out what women want from their brands and advertising.
So we designed the Blind Spot Benchmark, an ongoing study conducted by researchers at Harmelin Media and Womenkind (that’s us!). It provides marketers with a proprietary measure of brand health through the eyes of women.
For the beta study, 450 men and women, ages 27 to 48, were surveyed about their expectations of brands. Men and women differed significantly, but you knew that.
Here's what women told us they wanted from their brand relationships:
- Meaningful: Novelty wasn’t enough; the brand needed to simplify or enhance their lives.
- Authentic: Women value honesty about a brand’s strengths — and its weaknesses.
They want to empathize with the brand and have their own complexity recognized, too.
- Inspiring: Women want to be inspired, not just satisfied, by their brands. This results in the deepest connection.
- Relational: Brands that connect emotionally — by conveying their personality, or telling a story — are most attractive to women.
And we’re not the only ones. Another recent study in the Harvard Business Review finds how “Age and Gender Matter in Viral Marketing.” The study supports ours in spirit, concluding that, “While both men and women reported more fear, surprise, sadness, and anger emotions . . . only women statistically experienced more emotions related to trust.”
Similar to the Blind Spot Benchmark, this study advises, “If you’re trying to target women, it might be worth aiming to generate trust in order to promote sharability.”
Here’s our hypothesis: Women will reward brands with whom they share a genuine relationship. What’s yours?