Let’s Talk About Women in Marketing
Have you ever stopped to think about how the marketing we see every day shapes our perceptions? It’s a big deal, especially when it comes to how women are represented. Despite women influencing a whopping 85% of global spending, many advertising campaigns still miss the mark in connecting with and representing women.
Why This Matters
As a mother of a teenage daughter, I often reflect on the messages she receives from the ads around her. Do they inspire her? Do they make her feel valued? Do they show her that women have the same potential as their male counterparts? Do they show that women are more than sex symbols and that have the capacity to be strong, intelligent and successful?
The truth is, marketing doesn’t just sell products. It shapes culture. It tells us who we are and what we can aspire to be.
When girls grow up seeing unrealistic beauty standards and limiting portrayals of women, it can have lasting effects on their self-esteem and ambitions. Research shows that exposure to traditional advertising can lead to decreased body satisfaction and even mental health issues.
The Business Case for Change
So why should this matter for business leaders?
As business leaders we tend to focus so much on objectives, metrics and goals that we lose sight of the fact that it’s not only huge national brand campaigns that influence the self-esteem of the women of tomorrow. Did you know that 44% of the U.S. economy is generated by small businesses? It’s not just big businesses and national brands who are out there marketing. In 2024, 73% of ad spend in 2024 was spent online and not traditional channels. Small to mid-sized businesses and nonprofits are most likely to advertise online. So basically, I believe that all businesses, organizations and nonprofits have a role to play in crafting the collective aspirational identify for women and girls. Each and every small campaign adds up to a greater whole.
Creating marketing that empowers women isn’t just the right thing to do. It’s also smart business. Consider what could potentially happen if you miss the mark in your portrayal of women. Let’s talk about Levi’s and their “Hotness Comes in All Shapes and Sizes” campaign.
They aimed to promote their Curve ID jeans, which were supposed to cater to women of all body types. Sounds great, right? But here’s the catch: instead of showcasing a diverse range of women, they opted for thin models that didn’t reflect the average woman’s body. This misstep left many feeling excluded and misrepresented, leading to a significant backlash. Women who were supposed to feel empowered by the campaign instead felt alienated, which hurt Levi’s reputation and sales. It’s a classic case of missing the mark on understanding your audience.
On the flip side, let’s celebrate Dove’s “Campaign for Real Beauty.” Launched back in 2004, this campaign was a game-changer. Instead of using models that fit the narrow beauty standards, Dove featured women of all shapes, sizes, and ethnicities. This refreshing approach resonated with women everywhere, leading to a whopping 700% increase in sales in just the first year! Dove didn’t just sell soap; they sparked a global conversation about beauty and self-esteem, solidifying their place as a brand that truly cares about its customers.
And then there’s Always with their “#LikeAGirl” campaign. This initiative aimed to redefine what it means to do something “like a girl,” turning a phrase often used as an insult into a powerful statement of strength. The campaign went viral, racking up over 85 million views on YouTube and significantly boosting Always’ brand equity. Not only did they empower women and girls, but they also saw a positive impact on sales. It’s a fantastic example of how a brand can align its marketing with a meaningful message and reap the rewards.
So How Do You Create Empowering Marketing?
1. Include Women in Your Marketing & Creative Teams
First things first: make sure your marketing team reflects the diversity of your audience. When women are part of the creative process, they bring authentic insights that can transform your messaging.
2. Embrace Inclusive Marketing
Use language that’s free from bias and stereotypes. Show women in a variety of roles—especially in leadership and professional settings. Authentic representation matters!
3. Learn from the Best
Look at brands that are doing it right, similar to those mentioned above. Always’ #LikeAGirl campaign turned a phrase often used as an insult into a powerful statement of strength. Dove’s Campaign for Real Beauty challenged traditional beauty standards by showcasing women of all shapes and sizes. Learn from these and other brands that are leading the way in showing what’s possible. Research what others are doing in your industry and don’t be afraid to stand out as a leader with your own unique stance.
Action Steps for Business Leaders
So, what can you do? Here are a few actionable steps:
- Audit Your Marketing: Take a close look at your current materials. Are they reinforcing stereotypes? How are women portrayed?
- Invest in Diverse Teams: Actively recruit women from different backgrounds and cultures. Create an inclusive culture that values unique perspectives.
- Measure Your Impact: Keep track of how your marketing resonates with your audience. Gather feedback and adjust your strategies accordingly.
- Commit to Authentic Representation: Show women as the capable, intelligent leaders they are. Highlight real achievements and capabilities.
Let’s Create a Better Future Together
As business leaders, we have the power to shape how the next generation of women and girls see themselves. By creating marketing that truly represents women’s strength and intelligence, we’re not just building better brands—we’re building a better future.
When women thrive, we all thrive. Let’s commit to creating marketing that inspires, empowers, and celebrates the incredible beauty and complexity of women. Isn’t that the world we all want to create for our daughters, sisters, mothers or wives? I know I do.
I challenge other business leaders to take up this charge. Together, let’s cultivate a society where women feel empowered and valued, leading to a world where we all see our unlimited potential. A better world truly does begin with us.
