Recent research by Nielsen outlined the challenges and issues facing women globally, and noted the opportunities that exit for brands that respond positively to these challenges.
“For every ad featuring strong women and girls, there’s the inexplicable product that was marketed specifically to women—but didn’t have to be. From household cleaners to snacks, some brands are creating unnecessarily gendered versions of products and often charging women more for it. The spotlight on this practice, which is referred to as the “pink tax,” is growing hotter. And it’s leaving the door wide open for new brands to make waves by openly calling attention to pink taxed items, challenging sexist stereotypes, empowering underprivileged women and creating products that put the comfort and desires of women, rather than society’s expectations, first.”
“For brands to succeed today, they need to find ways to address the challenges women face. Making up half of the population, women are key influencers around the globe. The reality is that women still shoulder most of the household responsibilities. On average, 89% of women around the world say they have shared or primary responsibility for daily shopping, household chores and food prep. As a result, they’re also the primary purchaser for everyday household items.”
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