Beyond Demographics: The Deep Work of Understanding Women.
Surface-level audience research isn’t enough—especially when you’re marketing to women. If you want to build trust, relevance, and resonance, you have to go deeper than age, income, and symptom checklists. You have to understand her values, her lived experience, her cultural pressures, and the emotional landscape she navigates daily.
How to market to women without pissing them off.
Women have plenty to be pissed off about right now—your brand shouldn’t be one of them.
In 2025, too many campaigns still rely on stereotypes, euphemisms, and half-baked empowerment slogans that miss the mark. Women notice when you get it right. And they really notice when you don’t. So how do you market to women without pissing them off? Start here.
Politics at Work. Indeed.
We’ve been told it’s taboo to mix work and politics. That it’s not nice. Or polite. That it might make people uncomfortable. Or maybe even not want to work with you. But when your company is founded to do one thing: make things better for women, guess what? There are already people who don't want to work with you! So we're just going for it. Today, in this world, in this election, there is just too much at stake not to raise our voice.
Women Want to Buy From Brands That Support Them
Ultimately, you can choose how you show up as a brand. This is privilege, and it is power. You can pander and prioritize your profits only. You can do the bare minimum to meet your bottom line. You can come up with any number of excuses why you can’t do more (“We’re just a brand!” “That’s not our responsibility.” “We don’t have the time or resources.”) Or, you can change minds and lives.
Perform Less, Empathize More
The road to advertising to women is often paved with good intentions. But good intentions are not enough to reach women. Performative feminism is advertising’s lip service, and women deserve better. Sure, the 50s housewife no longer features in ads, but sexism is still there; it’s just covert.