Authenticity, values and transparency are the three things that all consumers consider before they decide on supporting a brand or not.

This is especially true for female consumers — it is no longer acceptable to create aesthetically pleasing products and ask more for it just because it’s a woman doing the shopping.

For this women’s month, the team at media update spoke to two strong leading women in their respective industries and got the scoop on what female consumers really want to see from their favourite brands.

Ready to get into it? Let’s go:

What does the modern-day female consumer want to see in 2021?

Answered by: Kelly Jackson, managing director at The Travel Corporation SA (TTC).

Authenticity continues to be at the forefront. Female consumers see beyond the photoshopped images and want to connect with real-life and authentic experiences that the brand can offer — not an ideology of manufactured perfection.

Conscious brand responsibility: Females are looking for brands and products that are beyond self-interest and look to do good in the world.

The modern female consumer expects brands to have a relationship with them. They want to have a two-way conversation and feel like a part of the story, as opposed to being spoken at.

How has the marketing mindset changed in terms of how advertisers market to female consumers?

Answered by: Laura Hendel, marketing manager for Club Med Southern Africa.

[Brands that are] marketing to female consumers [are starting to] move away from gender stereotypes. Women are no longer interested in buying gender-formatted goods and services.

For example, if I see that there is a cheaper blue version of the same product that is in pink that was specifically marketed to or for me, then that brand is no longer appealing to me. Women want transparency and equality in every aspect of life.

Hence, we see advertisers shifting their imagery towards empowered women of all shapes and sizes, as well as practical solutions for their busy lifestyles.

What is the behaviour of female consumers in 2021?

Answered by: Jackson

Females are conscious and well researched. They are very considerate about the brands they choose to associate with and those who they will invest time and money in.

The idea of 'impulse' purchase for a feel-good fix is being swapped with 'conscious' decisions that will make a difference or add value to their experiences, lives and even the planet.

More and more, women today are cause-driven, choosing to purchase from a brand that believes in the same causes as them — such as sustainability and inclusivity.

How can marketers avoid being cancelled when marketing to women in today's digital era?

Answered by: Hendel

There is nothing worse than a brand faking it; so be real [and] be authentic. Proudly wave your colours and don’t be afraid to share your vision with your customers. Invite them into your universe and grow your community.
Jumping on every single trend or ‘trying too hard’ can damage your credibility. Focus on your unique selling proposition and do what you do best.

How can more marketers be considerate of women when conceptualising their strategies?

Answered by: Jackson

Marketers need to understand the rising global consciousness and should empower women to make their decisions, which is a shift from the old ‘sales’ model. Women also want to be heard and have platforms to share their feedback with direct access to brands.

Invest in really understanding who you are talking to and the world around them. This includes the cultural topics that resonate with them, the social issues which affect them and the environments that influence them.

What are some other ways you think markets should advertise to women? Be sure to let us know in the comments section below.

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If you want to learn more on how to market to women then be sure to read
Five things to keep in mind when marketing to women in South Africa.

*Image courtesy of Vecteezy