Bringing the hush-hush into the wide open.

We believe there is no shame, stigma, or anything taboo about being a woman. That said, topics like sex, aging, mental health, pleasure, body image, and even finance can be so shrouded in stigma and shame that there’s a careful line brands need to walk in order to advertise products that can make some women uncomfortable while inspiring others to shout from the rooftops.

“As women-centric brands continue to battle censorship…Women-led agencies like Fancy are overcoming these barriers.”

– ADWEEK

 

A PEEK AT THE FANCY TABOO SURVEY

We surveyed 600 women 18+ regarding their feelings about to explore perceptions, opinions, behaviors, and beliefs about topics that have traditionally been considered off-limits or taboo. We also aimed to clarify the marketing landscape for brands that seek women’s attention and spending power. Turns our not everyone felt the same way. Respondents could be classified into three distinct segments, each of which had differing viewpoints and feelings about what should and shouldn’t be kept private and how society and brands played into that.

 
FANCY TABOO SURVEY SEGMENTS
Text on a red background discussing privacy preferences among women regarding finances compared to other topics.
Webinar announcement for "Tackling Taboos" with hosts Erica Fite and Susan Baier, featuring icons related to taboos against a blue patterned background.

For a deeper look into the research results, join Fancy co-founder Erica Fite and research partner Susan Baier for a discussion on the three distinct mindsets of women regarding their marketing and purchasing experiences of taboo products and services.

Survey results graphic with text and icons. Shows a checkmark inside a red circle and a blue thumbs-up icon. Text reads: "In our recent survey of 600 women, Fancy found that many young women approve of brands and think they're getting it right." Bran

Survey results graphic with text and icons. Shows a checkmark inside a red circle and a blue thumbs-up icon. Text reads: "In our recent survey of 600 women, Fancy found that many young women approve of brands and think they're getting it right." Branding: The Fancy Taboo Survey."

Graphic with title 'Boundary Pushers' followed by text indicating they are likely to think taboos should be discussed more openly and are likely to be aged 50-59. Includes a logo for 'The Fancy Taboo Survey.'

Graphic with title 'Boundary Pushers' followed by text indicating they are likely to think taboos should be discussed more openly and are likely to be aged 50-59. Includes a logo for 'The Fancy Taboo Survey.'

Infographic pyramid about women's advertising. Top labeled "stereotypes" with note "most advertising to women," below labeled "everything else about women." Bold text reads: "Women want more and deserve more when it comes to advertising." Logo for "T

Infographic pyramid about women's advertising. Top labeled "stereotypes" with note "most advertising to women," below labeled "everything else about women." Bold text reads: "Women want more and deserve more when it comes to advertising." Logo for "The Fancy Taboo Survey."

Text reads: 'Brand Approvers are less apt to resonate with a bold approach.' Background features circular patterns with checkmarks. Bottom right corner says 'The Fancy Taboo Survey.'

Text reads: 'Brand Approvers are less apt to resonate with a bold approach.' Background features circular patterns with checkmarks. Bottom right corner says 'The Fancy Taboo Survey.'

Illustration with the text 'Respect Brand Approvers’ privacy and build comfort and confidence over time.' A cartoon turtle is near a 'Finish' flag. The Fancy Taboo Survey logo is at the bottom.

Illustration with the text 'Respect Brand Approvers’ privacy and build comfort and confidence over time.' A cartoon turtle is near a 'Finish' flag. The Fancy Taboo Survey logo is at the bottom.

Illustration with text reading "As women age, they tend to uplift other women" showing women figures stacked in a pyramid.

Illustration with text reading "As women age, they tend to uplift other women" showing women figures stacked in a pyramid.