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 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.
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.
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.
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.