But many brands do not understand them.
We just arrived in Ho Chi Minh City in Vietnam to present our research on women. TrendsActive will be hosting a workshop and presenting to the marcom and brand department of Vinamilk, Vietnam’s biggest dairy company.
Women account for most consumer purchases and have substantial direct influence on household spending on all categories, not just groceries, also on cars and financial products. Nonetheless, despite their substantial spending power and influence, an impressive majority (91%) actually feels that they are misunderstood or misrepresented by advertisers and marketers. Today, women contribute to a significant portion of sales in products that are typically in the male territory. However, brands still don’t treat them for what they are: modern women with more parts to play than being a mother and head of the household. There is a big opportunity here. Or threat, depending on how you look at it. These are just some of the reasons why we are often invited to the table to share some insights from our sociocultural trend research on women. One very important insights is the changing role of women in society. At TrendsActive we say that women are in charge. It’s one of the characteristics that i’d like to share a bit about here.
Women are in charge.
It is no question that society continues to change and the attitude towards gender equality is improving as traditional gender roles are evolving. The position of women in society is becoming stronger and more evident. One important indicator of this is their growing level of education. After centuries of male dominance, women now globally outnumber men in university attendance and graduation rates. Women have also made significant steps in leadership roles and politics, and came this close to US presidency.
So how can brands target women?
Indeed, women have taken on multiple roles and responsibilities to adapt to the changes in modern society. They continue to look after their family and the household, while at the same time working and trying to maintain their personal interests. With an increased involvement at home and at work, women do experience work-life balance conflicts – but according to research, they seem to be coping a bit better than men. For brands it is crucial to understand women. To improve their relation with women, they must target their multiple identities and break stereotypes.