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What women want?An exploration of a 100 years of marketing to women Brands promoting gender-balanced marketing are worth £774bn more, says Kantar's “What Women Want?” research. The new study says that brands across the UK are risking their customer relationships and impacting their brand value by failing to correctly reflect, represent and champion women in their marketing and advertising efforts. The report states that despite an increased focus on equality driven by movements like #MeToo, major brands are still not effectively acknowledging women’s priorities, or communicating with women in an empowering manner at every step of the customer journey. ![]() Key findings from the study, which was commissioned as part of the What Women Want? exhibition celebrating the centenary of female emancipation in the United Kingdom, include: Brands are missing a major revenue opportunity by failing to accurately represent real women and their values in campaigns.
Most brands are failing to equally engage with male and female audiences. The research asked consumers the role they thought 40 brands played in building self-esteem, with those identified as being “for me” (a score nearer 100) making a positive contribution and those “against me” (nearer zero) making a negative contribution revealing:
Kantar reveals five self-esteem contributors that brands must promote to connect with customers:
Wide gaps between how different sexes and generations view their levels of self-esteem.
Making 80% of household purchase decisions, women present an essential group of consumers, but they are not being listened to or seeing themselves reflected in brands. Responding to the ‘What Women Want?’ study, Bart Michels, UK country leader for Kantar, commented: “Our research shows the work is not over for addressing feelings of inequality. By engaging with women meaningfully and understanding their priorities, brands will not only contribute to their commercial success, but to society as a whole. Making tokenistic efforts that don’t feel authentic, will mean brands missing out on a very significant business opportunity, and they simply won’t be part of the new society women are building for themselves.” Download the full report here.
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