Across America, women are feeling more confident about themselves and their futures than ever before—75% of women say they’re making progress toward their life goals. In the U.S., women now earn more college and graduate degrees than men, make up 47% of the workforce (70% of moms work now work outside the home and 75% of them are employed full-time), and women own close to 10 million businesses. However, while progress is being made, many women still struggle with body issues and self-esteem. A new study reveals what’s fueling self-confidence among women and how we may be undermining ourselves.
In her role as Media Director, Digital Innovation Specialist at Women’s Marketing, Elissa Brown is responsible for integrating cutting-edge technologies and best-in-class digital partners into effective media strategies. She’s a dynamic force of nature at the agency, whether reporting back from SXSW or working personally with clients to consistently ensure their goals are met. To find out what else a Digital Innovation Specialist does, we let Elissa tell us, in her own words.
SwimsuitsforAll’s groundbreaking campaigns challenge viewers to redefine their concept of beauty. Last year the e-tailer—and Women’s Marketing client—ran in Sports Illustrated’s annual Swimsuit Issue featuring curvy model Ashley Graham. This year, they aim to prove that every body is sexy with their #SwimSexy campaign that includes 56-year-old silver-haired stunner Nicola Griffin and plus-size models Philomena Kwao and Ashley Graham confidently showing off their curves in itsy-bitsy metallic gold bikinis. The ads will once again appear in Sports Illustrated’s Swimsuit Issue, further challenging perceptions about age and body size. Sara Mitzner, content director for SwimsuitsforAll, spoke to us about the campaign and the overwhelmingly positive response they’re received from both men and women.
Mom always seems to have all the answers. Where does she find them? YouTube! Analysts at Google found that 83% of moms use YouTube as a resource for answering all of life's most puzzling questions. Brands can leverage their knowledge of consumer search patterns to offer solutions in the moments they need them the most. Contact Women's Marketing to learn how we help brands that are marketing to women reach them through strategic social media planning & buying strategies.
Filed Under: Women in Media
Latina women are often referred to as fashion-forward, setting trends instead of following them. Research shows they adopt new styles earlier and are more likely to purchase at the beginning of the season. Spending an estimated $30 billion on apparel and accessories, they are already a dominant force shaping the industry and as the Hispanic demographic continues to grow (Latinas are expected to become 30% of the total U.S. female population by 2060), they will become increasingly powerful economically. Contact Women's Marketing today to learn how your brand can best reach Latina women.
A recent study found that among the almost 2 billion moms worldwide, 50% felt that marketers don’t understand them! Brands can do a better job of reaching these highly influential consumers by empathizing with them, empowering them, and speaking to them in an authentic way. Our infographic, Understanding the Emotional Impact of Motherhood, dives into the complex emotional life of moms so brands can better understand how to relate to them.
As women become more aware of the potential side effects of chemicals in their beauty products, they are checking labels and more discriminating about what they will put on their skin. In our infographic, we explore why women are increasingly selecting organic and natural bath products and cosmetics and the impact this will have on beauty brands. Is your brand keeping up on the latest industry trends? Our suite of research and marketing services provides marketers with insight into emerging consumer trends and behavior. Learn how to market to women by calling us today for a consultation, or sign up for our newsletter, for the latest news on your key consumer.
If marketers have one goal, it’s to reach consumers at the moments that most influence their decisions. Historically, those touchpoints were understood through the metaphor of a funnel—but today the path-to-purchase is more complex. Shifting consumer attitudes and multiple connected devices have changed the traditional linear path to resemble more of a maze. The explosion of digital channels, the always-on media ecosystem, and the emergence of an increasingly discerning female consumer is challenging even the savviest marketers who are choosing a marketing strategy.
It may look like she’s headed toward an empty nest, but the established mom’s life is nothing but full. She uses technology to effortlessly manage her family life, career, and interests. She’s a confident consumer and loyal to brands she loves—but she is always willing to try something new. Learn more about the established mom through our Persona Project. Call Women’s Marketing today to discover how to leverage our expertise in reaching women across all demographics.