Join Women’s Conversations to Create Better Ads
Women often don’t see themselves in the body types, clothing choices, careers, lifestyles, emotions, and more presented in ads. The bar isn’t going to raise itself. It’s up to us. Can’t we create ads that resonate more? As far as we’re concerned, an ad hasn’t done its job unless the women in the audience can say, “I feel seen.”
Channel Word of Mouth to Reach Women
Women’s friendship circles have shrunk in the last two decades, but guess what hasn’t? The power of word of mouth in helping women find products and services they need.
Newsflash: Women Want Accurate Period Ads
In 2023, menstrual product brands are going head-to-head with media companies, continuing to gatekeep the messages women receive in their ads. These powerful companies often consider menstrual blood on par with other bodily fluids, deeming these visuals inappropriate, gratuitous, or graphic.
“Aunt Flo” Can Take a Hike
Menstrual product advertising in the U.S. has a long history of euphemism. Aunt Flo. On the rag. Crimson tide. Shark week. We have dozens and dozens of (cringy) ways to avoid saying menstruation. Our research shows women are 100% over cutesy terminology to reference their monthly cycle.
How Social Stigmas Influence Taboo Purchases
Social stigmas are a powerful force in the product and service world, serving as a literal wall between women and their communities. However, brands are uniquely positioned to take that wall down, brick by brick, making it easier for women to talk about products and services that benefit them.
Ending Gender Discrimination in Advertising
To advertise to women effectively, you need to understand their context. For many women, discrimination and gender disparities are realities they’ve faced and continue to face. These experiences are sources of pain, stress and are part of their daily lives. Advertising is more effective when it solves a problem, and many women have a big problem at work, at home, and just living in society.
How Advertising Can Help Solve Gender Equality
Advertising has a problem, and women want a solution. Women want better on-screen representation—to see themselves in ads the way they see themselves in life. And they want brands to wield their enormous power and influence to change society for the better. Our attitudinal segmentation research explores how women feel about advertising and what they want from brands. If advertisers want to get it right, they have to start listening.
How to sell financial products and services to women
Change isn’t just on the horizon; it’s already here. If you’re a financial advertiser, women’s financial lives are worth your time and energy. Know them, sell to them.
Younger women are more likely to have positive brand perceptions. Here’s why:
Age is not just a number. It’s a guiding light for smart brands that sell products and services to women. But if you limit your understanding to tired demographics you’ll be left wanting for conversions (and losing with women). It’s time we took a holistic look at age.
Harness women’s purchasing power and financial influence
Advertising’s biggest miss is failing to recognize the purchasing power of women. Here’s how you do it right.
600 women will tell you what they really want from brands and how to talk taboos
Advertising has failed to reach women since its inception. Call it stereotypes. Call it too few women steering the ship. But either way, women want you to call it like it is. Women are tired of brand silence on the issues that matter most. Our taboo research proves it.
Fancy releases results of new survey covering feminine taboos
We believe that for too long, the marketing world has ignored women’s lived experiences (and voices). Taboos exist to silence women, surrounding aspects of their lives with stigma and shame. It’s time women have space to say what they want. It’s time we get real and have the conversations women have been trying to have for their entire lives.
When it comes to health & wellness decisions, FemX marks the spot.
Fancy just partnered with Health Mavens on a new survey to dive into the what and why of how FemXers, women 40-60, make their health & wellness decisions.
Mothers are more than moms, just ask one. We did (500 actually).
Motherhood isn’t everything. Even to moms. That was made clear in our survey when 9 out of 10 mothers said they wanted to be portrayed in roles other than mom. In no way does this diminish the role of motherhood in a person’s life. It can be defining. It can be exceptional. It can be transformative. It isn’t, however, everything. The pre-motherhood self does not simply evaporate, replaced by the selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are.
Marketers are more obsessed with our looks than we are
How much of our lives has been spent on living up to impossible beauty standards? Standards created by the media, the patriarchy, and yes, advertising. Global ad spend in the beauty category continues to grow, but who’s really paying attention? Who is absorbing the nonstop barrage of content messaging and predetermined ideals? Apparently not women over 40.
Want to reach women 40+?
It’s a fact that women over 40 are integral to the consumer economy. They’re heading households, buying for their families, often spending discretionary income on themselves. They’re loyal to their favorite brands and willing to try something new if there’s credible evidence to suggest it will solve a problem, or enhance an experience. But the question remains: how to connect with them in a way that’s interesting, relevant, and most importantly, motivating?
What Are Women Over 40 Worth to Your Marketing Mix?
Remember when it was all Millennials all the time? When the world was swathed in pink and brass gleamed bright. When inspirational sayings scrawled in neon adorned walls and terrazzo covered floors, tables counters and kleenex boxes? Sorry ladies, it’s all about Gen Z now. How quickly a media darling gets pushed to the side when a newer, cuter, younger, sparklier option catches marketing’s eye.
Women over 40 aren’t who you think they are.
80% of women over 40 feel younger, cooler, or sexier than they expected they’d feel at this age.
Eighty percent. That’s a lot of women who aren’t interested in reliving their youth (misspent or not!). That’s a lot of women who are looking forward to life, not back at it. And, that’s a lot of women who aren’t going to be influenced by advertising playing (and preying) on their insecurities, fears, and anxieties.
Something to think about:
Women over 40 see themselves presented in very specific roles, if at all. Many of the women we surveyed said that outside of anti-aging and pharmaceutical ads they really didn’t see anyone their age, and even those women didn’t reflect the way our respondents see themselves. Which, in case you’re wondering, is pretty awesome.
To Resonate With Women 40+ Beauty Brands Need to Get Real
Global ad spend in the beauty category is expected to hit well over $15B this year, but who’s really paying attention? Who is absorbing the onslaught of content messaging and predetermined ideals? Turns out, not women over 40.