Unspoken: The Taboos That Shape Women’s Lives And What Brands Can Do About It
So much of a woman’s life is still treated as taboo—our health, our money, our aging, even our grief. We’re told to keep things quiet, stay agreeable, and not make anyone uncomfortable. But silence serves the status quo, not women. This piece explores what taboos cost us—and what brands can do to help break them.
How to Help Women Feel Comfortable Sharing Taboo Purchases
Our research shows most women are talking about taboo purchases with people in their social networks. But to reach the women who would benefit most, brands need to make it easier for women to talk openly about their experiences. The first step might be starting and facilitating those general conversations so that women can ease into sharing more personal details.
Women Are Starting Taboo Conversations
Women talk. Even if they’re discerning about who they talk to, most do not keep taboo purchases completely private. These products and services may be taboo publicly, but that’s far from the case in women’s private conversations.
Sex, sexuality, and sex products in advertising
We know sex is a powerful force in people's lives. In some ways, it makes sense advertisers jumped (and continue jumping) to use it to sell products and services. But does sex sell?
We have two opposing forces at play. Advertising uses women’s sexuality, a Frankenstein version, to sell products and services. Yet women have little ad space for exploring their sexuality authentically. In some ways, how women feel about sex, sex toys, sexual identity, pleasure, desire, and more is absent in advertising. It’s implied, contorted, and avoided in messaging. Instead, women are often face to face with a reductionist version of their sexuality, with them as objects for men’s desire.
taboos and gender inequality
Even though people of all genders buy products like cannabis, alcohol, and sex toys, women consistently say they’re treated differently by advertisers—as if they’re not using the same products as their male friends, partners, and brothers. Brands need to ditch their preconceived notions about gender-based consumption.
It’s Time for Brands to Talk Taboos
Change isn’t easy, and it often comes with discomfort. It’s time brands take on the discomfort. Do some heavy lifting with your messaging, take risks, and upset the status quo. On the other side, you gain access to women who are guiding financial decisions and have immense spending power.
How do you craft better messaging? And how do you assess whether it’s landing? Read on…
Increasing the Social Acceptability of Taboo Products and Services
According to our research, women are buying taboo products and services but are often reluctant to discuss these purchases with others. Women want to be understood and see their lives reflected in ads, and when social stigmas keep this from happening, it can prevent them from buying these products and services, discussing their use openly, and becoming brand advocates.