And the feeling we have is that, even with so much information available on the subject, we continue to see brands and companies positioning themselves in a conservative, clichéd way when promoting products and services for the female public.
But why do brands continue to make so many mistakes? Why do we see cases of wrong (and ugly) advertising in communication with women every year on March 8?
Bottom line: How can we market to women in 2017?
Note: This article was taken from rockcontent.com/blog, kuwait number in whatsapp our blog in Portuguese. The data we will use from here on out, refers to Brazil, however, it is still valid for the development of the text and has points in common with our Hispanic female audience.
Marketing to women needs to be more thoughtful
Brazilian women do not feel that advertising represents them. In a survey conducted by SPC Brasil , 58.5% of women say that advertising does not portray the real woman .
The reasons vary:
Almost 60% of those interviewed believe that women portrayed in advertising are very different physically from reality:
32% said they feel uncomfortable with the objectification and sexualization of women in advertising.
30% do not like the image of the perfect woman that is constructed by brands.
And it doesn't stop there.
That problem became so serious that women were no longer impacted by advertising.
According to research conducted by Think Eva , 62.4% of respondents believe that advertising arouses a sense of identity. 55.7 % were unable to recall any advertisements that caught their attention.
The fashion, beauty, automobile and beer segments are the most cited as problematic in SPC's surveys.
49.2% of these women want to see warrior women in advertising. 46.6% want women portrayed without the unattainable beauty standards of film and television.
They want to see dynamic women. When asked what characteristics they want in a woman in advertising, Think Eva found that 85.8% of respondents want to see intelligent women and 72.3% want to see independent women portrayed.