Marketing to women has evolved drastically over the past decade, but not necessarily in the ways one might expect. It’s no longer just about recognising their purchasing power; it’s about understanding the complex emotions, social dynamics and cultural contexts that influence their buying decisions. Having worked closely with brands, I’ve seen first-hand how women’s purchasing behaviour is deeply rooted in emotions and societal norms, making marketing to them both challenging and full of opportunity.
One of the most profound insights I’ve gained was while working with one of the biggest toy manufacturers in India. We conducted a survey with about 200 women, mostly working mothers, to understand their buying patterns. What stood out was the underlying emotion driving their purchases – guilt. Many of these mothers admitted to buying more toys for their children not because the kids asked for them, but because they felt guilty for not spending enough time with them. It wasn’t about fulfilling the child’s needs but trying to fill the emotional gap with material gifts. This was eye-opening for me because it highlighted how emotions, more than utility, often drive women’s buying decisions.
This emotional spending isn’t limited to toys. It’s a pattern I’ve observed across categories where women try to balance societal expectations and personal guilt. This creates a unique challenge for marketers. How do you connect with women on an emotional level without exploiting their vulnerabilities? For me, the answer lies in empathy. Brands that understand and genuinely resonate with these emotional drivers can build deeper connections. It’s not about manipulation, it’s about offering real solutions that support women in their roles, challenges, and aspirations.
Social media has undoubtedly influenced consumer behaviour, but in India, the female-to-male ratio on these platforms is still lower, with roughly 31.4% female users compared to 68.6% male users (Statista). I’ve often seen brands assume that reaching women online is as straightforward as reaching men, but that’s far from reality. In my experience, societal norms, safety concerns, and even time constraints significantly limit women’s online presence. It’s not about reluctance; it’s about the environment. This impacts their perceived spending power since fewer women are participating in online shopping or brand interactions.
What fascinates me even more is the hidden economy that distorts spending data. In many Indian households, women make the buying decisions but use their husband’s or brother’s credit cards. It’s not about financial dependency; it’s about social norms or convenience. This creates a hidden economy where women are the decision-makers but aren’t visible in spending data. I’ve seen this mislead brands into underestimating women’s influence. The reality is that women are driving a significant portion of household purchases, even if they aren’t the ones swiping the card. Brands that only look at who pays, risk missing out on this powerful consumer base.
I’ve also observed that marketing to women is evolving beyond outdated stereotypes. Today’s woman is ambitious, complex, and diverse. She doesn’t want to be confined to domestic roles or superficial beauty standards. Campaigns that celebrate her ambitions and complexities resonate far more. One example that stands out to me is the ‘Share the Load’ campaign by Ariel. It wasn’t just about selling detergent, it addressed the unequal distribution of household chores, sparking meaningful conversations and building genuine brand loyalty. That’s the power of authenticity.
To me, the most significant shift is that today’s female consumers are value-driven. They don’t just buy products; they buy into a brand’s philosophy. They are vocal about social issues, conscious about sustainability, and demand authenticity. Women are quick to call out brands that pretend to care, but they also fiercely advocate for those that genuinely align with their beliefs.
The future of marketing to women is empathy. It’s no longer about crafting a one-size-fits-all message. It’s about truly understanding her world, her emotions, her challenges, and her dreams. It’s about recognizing her complexities and celebrating her individuality. Brands that respect this will not just win her loyalty; they’ll earn her advocacy. Women today are not just consumers; they are influencers, decision-makers, and change-makers. The future belongs to brands that see women for who they truly are: powerful, multifaceted, and unapologetically authentic.
(The author is the Co-Founder of OktoBuzz)
