Marketing to women – trends and behaviours

Women are some of the most discerning consumers you’ll ever meet; finding the touchpoints that matter to them and exceeding their expectations will help you unlock the power of female word of mouth.

Emma Laney, director of Syren, sets out some of the key themes and trends shaping the female consumer. She also shows that by understanding how brands fit in to women's daily lives, marketers can build a brand that is in synch with their audience at every touchpoint.

Key findings include:

 • 'What women want, men want too!’ If you design brands, products and services with female values and trends in mind you also increase your chances of appealing to male consumers. It's a win-win.

• The referral economy is primarily driven by women who recommend a great product or experience 21 times in comparison with men who will refer something only 2.6 times. How can brands tap into that referral opportunity?

• Traditional segmentation models don't reflect the complexity in how different consumers lead their lives and interact with brands. How can brands interrogate their segmentation to improve on this?

• Women aren't a single demographic group. Some of the overlooked audiences include the 50+ female, which brands such as Dove Pro Age and John Lewis are capturing successfully; new mums whose new life-stage often prompts a re-assessment of their consumption; and singles.