What brands should know about the new woman consumer (part l) (UK) (The…
What brands should know about the new woman consumer (part l) (UK)
The role&purchasing power of the female audience are changing
evolution in women's lives + in their roles as consumers, parents and career builders
in advertising (1950)
archetypal female consumer: consummate homemaker
attractive, slim, 2 beautiful children(boy/girl), handsome husband, content with her domestic domain
the ''perfect'' woman
women are still represented in this way
BUT women have changed
new woman consumer : more powerful&multifaceted
lots of woman work (67%), even when it's a part-time job (but they earn still less than men)
biggest contradiction: the pression on them to conform to an ideal of ''looking good'' has grown!
the expectation for women to be attractive and slim, as well as being homemakers&mothers is not weakening!
Lucie Green's report
''The Athena Woman''
the 1980's: a significant turning point for the female consumer **
today: birth control: women have more influence on the number of children they have&the timing of their birth (in 1960: 5 kids)
childless --> child-free
we're distancing from this idea of motherhood being a core to womanhood, with more parity between gender roles in the domestic sphere
however 60 % of women think they do more than their fair share of housework
we're the first generation who have been raised with 2 parents having an income
this has affected our perceptions of what being a man and a woman should be & how that relates to identity
millenials : much more equal view of gender roles
another reason: many can't afford to stay at home now, they don't have a choice, someone has to earn a lot now to support a whole family
women in the professional sphere became a commercial force in their own right
often woman (57%) make most of the purchase decisions in the household
advice for marketers: avoid neglecting women in marketing messages aimed at the male consumer!
when women are targeted: avoid stereotyping&alienating women with inappropriate or misguided perceptions of what they want&need
the first time lots of families became dual-income
** other significant turning points for the female consumer
in the 1920's: post-war Britain
: The Roaring Twenties (end of WWI)
Women felt more confident and empowered, and this new independence was reflected in the new fashions. Hair was shorter, dresses were shorter, and women started to smoke, drink and drive motorcars.
1960's: a decade of change for women
(especially in the US)
women were using contraception (a birth control pill was approved)
More females than ever were entering the paid workforce, and this increased the dissatisfaction among women regarding huge gender disparities in pay and advancement and sexual harassment at the workplace.
housewife --> new woman