Women control more than two thirds of global spending but 91% of females believe advertisers don’t understand them. It’s an alarming statistic which suggests brands need to seriously overhaul the way they market to women.

In The Brief this week, Maddie Ross runs you through new research which reveals the extent to which advertisers are missing the mark when it comes to capturing the lucrative ladies demographic.

A recent global report from Jack Morton Worldwide, Beyond Pink, women today spend more time online than men, and are wealthier, more ambitious and more progressive than they’ve ever been. Over half of women would pose nude for a website if it paid for their children to be university educated.

In spite of the facts, the majority of advertisers still cling to old assumptions about their target audience.

Bright pink branding, the presumption that technology is a man’s world, the idea that women want to be ‘super mums’, and that men care about power and money while women are pre-occupied with feelings still pervade.

Then there are brands like Kia, Frankie Magazine, VW, Dove, Nike and Balenciaga which are striking chords with women the world over.

In the video below we reveal which brands are going ‘beyond pink’, and examine how brands should subvert their strategies and executions to leverage women’s spending power.  

Which brands are winning when it comes to marketing to women? Let us know what you think and leave your comments below. 

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