Women, Empowerment, Confidence, and Beer
Which of these consumer categories would you guess ignores, offends and insults women most? Financial services. Tech. Automotive. Beer.
According to a global study by BCG, the category women are most dissatisfied with is financial services. Bonus points if you chose “all of the above,” because that’s the real-life answer. These four categories routinely disregard women (and their dollars), choosing instead to position their products to meet the needs of men. Even as women are earning more and spending more, a ridiculous majority of brands still do not seem to grasp that women invest money, purchase cars, or buy TVs, computers, and sound systems.
Which is why it’s worth noting when a beer company – yes, a beer company -- breaks out and recognizes women solely for their purchasing power.
In this fantastic stereotype-defying campaign video from AB InBev, the giant beer company that owns Budweiser, Corona, and Stella Artois, women order beers because, hey, they want a beer. Thankfully, there’s no overbearing message encouraging women to muster the confidence to order a beer. No manufactured movement to empower women to order a beer. No quasi-public service message urging that it’s time women are finally liberated from their fear of ordering a beer.