Why Marketing to Women Matters More Than Ever (and How to Do It)

Today’s consumers demand more from marketing than a one-size-fits-all mentality. That’s largely because most consumers are women, and here’s a news flash: they don’t appreciate stereotypes and can quickly recognize when something is inauthentic and doesn’t ring true. So why is marketing to women so important and how can you do it successfully? We’ll tell you why female-focused marketing matters and the pitfalls to avoid in your strategies.

Why women belong at the center of your marketing strategies 

Women as decision-makers 

The female perspective has greatly influenced a new wave of marketing for a few good reasons. One – women account for nearly $35 trillion in global spending. Two – they account for up to 85% of consumer purchase decisions. 

They also control more than 75% of discretionary spending. With numbers like these, who wouldn’t want to steer their marketing efforts toward this audience?

Women are the ultimate gatekeepers when it comes to household spending. On average, 89% of women control their household’s daily shopping needs. They determine what products and brands are used by themselves, their spouses, children, and pets.

In the U.S., women (by far) are the majority decision-makers for food, OTC pharmaceuticals, vacations, new homes, banking, healthcare, even cars and electronics (products typically marketed to men).

In fact, 62% of all cars sold are bought by women, and they influence more than 80% of car purchases. Women are increasingly feeling more empowered and confident in making these types of traditionally male purchases.

Women are influential and loyal

Word of mouth is still one of the greatest marketing tools, contributing to both brand awareness and trust, and, of course, with social media, word of mouth can travel ridiculously fast. 

With 92% of women recommending products to friends, businesses cannot afford to underestimate the influence women have on the market. 

Not only are women in the driver’s seat when it comes to purchase decisions, but they’re also some of the most loyal customers a brand can earn. When a product or company delivers on its promises, women are more likely to stick with it long term.

But loyalty isn’t just about having a great product; it’s about consistently showing up with real authenticity and strong values. Women back brands that support the things they care about: social/charitable causes, sustainability, fair labor, inclusivity… the stuff that proves you walk the walk.

Deliver that, and you’re golden. But change your formula, ditch your values, or lean into fake authenticity, and you’ve lost them faster than you can say “new and improved.”

Marketing Insights: Women vs. Men in Consumer Behavior 

Men and women may shop the same aisles, but let’s be real — they don’t usually shop the same way.

Main Takeaway for Marketing Success

• Women drive the vast majority of day-to-day household purchasing and invest time into comparing products and researching both essentials and value.
• Women’s buying habits often reflect thoughtful evaluation — drawing on ratings, ethical values, and affordability.

Rules to remember when marketing to women

The power of female consumership is undeniable, and so, marketing to women must become an integral part of brand strategy — even at the heart of it. However, there are a few key rules that brands must remember in order to create content that resonates with women and doesn’t turn them off.

An overwhelming majority of women feel that many brands underestimate their intelligence and purchasing power and reinforce negative stereotypes and gender inequality.

That means that effective marketing to women requires an understanding of the diversity and complexity of their experiences. Here are some tips on how to market to women successfully:

1. Pink is not the answer

The old mantra of marketing to women was to simply make it pink, slap on the fact that the item is ‘for her’, and mark it up even if the product is identical to what a man would buy — also known as the pink tax. 

A study by JPMorgan Chase found that women pay roughly an additional $1,300 annually due to this practice. It’s easy to see why many women have a strong disdain for businesses with a history of exploiting and manipulating female customers.

Stating the obvious — not all women are the same; therefore, assuming that all they need is some pink or flowery packaging is a very archaic (and brand-busting) way of thinking.

2. No stereotypes

Stereotyping women in marketing campaigns alienates potential customers and presents a distorted view of what female consumers want and need. Only 29% of American women believe they are accurately represented in advertising.

Since not all women will respond to the same message the same way, it’s important to break down the branding message into smaller segments to reach potential customers. 

Developing content that includes diverse voices and perspectives, embraces new ideas, and presents an unbiased look at how women will interact with products will encourage long-term connections and brand loyalty.

3. Tell a story

Emotional connection is a huge driving force in marketing to women. Telling women’s stories that showcase their diversity of experiences and emphasize how every journey is individual and unique are critical components of a sound strategy. 

By sharing these stories, brands are able to demonstrate their commitment to understanding the needs of female consumers and create content that speaks to them on a highly personal level.

Additionally, by bringing these stories together into one narrative, marketers can tap into a shared emotion that resonates with their audience and makes a lasting impression.

4. Celebrate Inclusivity

Including diversity in marketing is essential for creating campaigns that are truly reflective of women and their experiences. By considering differences in age, race, ethnicity, size, and lifestyle, brands can ensure that their messaging resonates with all types of female consumers.

Additionally, embracing diversity allows marketers to create content that celebrates each person’s unique identity and avoids reinforcing stereotypes or singling out any one group.

Why Women’s Perspectives Matter in Marketing

If women are the primary shoppers, decision makers, and household influencers, then it only makes sense that their perspectives should shape marketing aimed at them. Brands that invest in the female perspective and resonate on a deeper, more authentic level stand to gain a huge advantage.

Women as Influencers

From Instagram to TikTok, women dominate the influencer space. They’re not just selling products — they’re shaping lifestyles, creating cultural touchpoints, and setting trends that ripple across industries. When brands partner with the right female voices, they’re not just getting exposure; they’re cultivating built-in trust.

Authenticity Wins Every Time

Women can tell when a brand is pandering — or worse, faking it. Marketing that feels overly stereotyped or tone-deaf will be called out instantly (and publicly). On the flip side, brands that align with women’s values, whether that’s sustainability, inclusivity, or important social issues, can build long-lasting credibility.

Shaping Campaigns with a Women-First Lens

Involving women in the creative process — whether through market research, focus groups, or central development and leadership roles — ensures campaigns don’t just target women, but actually connect with them. Women notice when they’re being spoken to versus when they’re being spoken at.

The most successful brands are the ones that bring women into the room early, shaping messaging and defining what resonates. When women hold key roles in the decision-making process, their lived experiences often bring to light insights a male-only team might overlook.

Put simply: when women’s voices guide the creative process, campaigns become conversations, not just sales pitches. That shift in tone builds trust, sparks loyalty, and most importantly — drives results.

Our Takeaway

Marketing to women isn’t just about getting them to buy; it’s about showing them that your brand gets them. 

By listening to women’s perspectives and elevating their voices, businesses can create campaigns that feel relevant, relatable, and worth investing in.

For help crafting relevant, authentic marketing strategies that resonate with women and create connection and impact, partner with Ironistic today.