Women & Shopping: Maybe it’s Stereotypes, Maybe it’s Marketing
Women ring in 85 percent of all consumer purchases in the health, technology and food industries. That means women spend more on the $1.6 trillion healthcare industry, the $8-trillion dollar food industry and the $400-billion dollar technology industry, than any other audience. So just how are women helping the consumer spending engine not only function, but thrive? Maybe it’s stereotypes; maybe it’s marketing. Networked Insights discovered that brands who wanted to pull in a female audience found success by targeting well-defined groups of women and using overarching themes like inspiration and community in their branded content. This methodology is being adopted by high-profile brands like Campbell’s and Under Armour and they’re finding that developing an interest-based connected is not only turning into significant consumer spend, but it’s fostering trust and brand advocacy, which leads to continued consumer loyalty. Determining the Themes Networked Insights measured billions of consumer posts across some of the most successful high-profile branded content campaigns to determine which themes and practices are most successful. Inspiration and community stood out as most desired. Inspiration Women often curate content that inspires them and relates to their interests and passions, whether that be finding healthy and easy recipes for the family, looking for motivation for their fitness habits, or seeking inspiration for their next travel destination. For example, while working with sports apparel giant, Under Armour, for their I Will What I Want campaign, Networked Insights analyzed two target female audiences:
- high school or college aged female athletes who participate in organized sports
- everyday, post-college-aged women who like to work out.
- Survival Mode Mom uses social and news sites to stay connected with other adults and the outside world, offering a mental break from childcare
- She shares her special moments with her children across her community
- She turns to relatable mommy blogs for financial advice and household management tips.