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Brief Published: 18 Sep 2013

Understanding the Future Female


This week, Stylus Media & Marketing launches the first three reports of a new industry trend focusing on effective marketing to women. Future Female offers insights into the challenges and opportunities of engaging with diverse female demographics, from ‘millennial moms’ to ‘indie women’ and the female Asia-Pacific market.

It’s now crucial for brands to take a more sophisticated approach to this underserved, but extremely powerful, consumer group. Tinesha Craig, division director at US market research firm Insights In Marketing, told Stylus: “Many brands fail to recognise the importance of women to their business and fail to market to them at all. Or worse, assume that stereotypical marketing messages based on demographic assumptions (shrouded in pink) will suffice. The companies that succeed are the companies that spend the time getting to know what matters to her and how their brand can fit into her life – not the other way around.”

The growing female boomer demographic represents a particular opportunity for brands. Morra Aarons Mele, founder of US PR and marketing agency Women Online, told Stylus: “50 to 65-year-olds spend an amazing 78% more money on shopping than 18 to 25-year-olds. Many of the boomer bloggers and online influencers I’ve worked with simply want to be recognised. Marketers don’t need to treat them much differently than they treat younger demographics." 

Our Future Female trend will explore these issues and more over the coming weeks, offering clear actionable insights for brands across advertising, marketing, retail and product design.