Writer: Sharla Sabaruddin, Editor: Shashi Balasubramanian
Despite the constant portrayal of women as shopaholics, businesses still continue to underestimate the female consumer. Though women represent a growth market twice as large as China and India combined, the market continues to be filled with poorly conceived products that push outdated narratives, leaving women feeling vastly underserved.
With women increasingly gaining influence in market power and social position, the increased tasks and juggling conflicting priorities push the demand for time-saving solutions and products designed specifically for them—a demand that only a few companies have responded to.
Take the automotive industry, for example; despite most women having the arduous task of taking their children pretty much everywhere, there is yet an SUV built to accommodate a mother loading multiple small children and car seats with ease. Instead, cars continue to be designed for speed instead of utility. Safety is another aspect of the automotive industry where women are still overlooked. Despite women being 73% more likely to be severely injured or die in a frontal crash than men, the most commonly used crash test dummy is still modeled after an average adult male body from the 1970s. Simulation results can be skewed or inaccurate since women are not scaled-down versions of men and have vastly different physical attributes ranging from height and weight to muscle mass and bone density. Vehicles being designed for and exclusively tested using representations of the average male results in cars not accurately predicting the safety risks for female occupants in the event of a crash. This can be a leading cause of the discrepancy between female and male automotive injuries.
Furthermore, instead of involving women in discussions about safety and functionality, some automotive companies choose to portray women in a sexualized manner in their advertisements. In 2008, BMW released an advertisement intending to promote the sale of their used cars. Instead of endorsing reasonable ideas like sustainability or affordability, they simply put a picture of an attractive young woman with the slogan, “You know you aren’t the first,” ultimately comparing a used car to a ‘used’ woman.
Automotive companies aren’t the only ones perpetuating outdated marketing narratives by portraying women in a misguided manner to promote poorly-convieved products. For example, consider cleaning supply advertisements such as Bounty paper towels. In a recent ad, a husband and son stand by, watching a spill across the room until a mom comes along and cheerfully cleans up the mess. Despite women playing a significant part in driving the world economy, they remain the punchline—permanently subjected to the role of domestic caretakers, not being afforded the respect they deserve as active consumers in the economy.
This disconnect between the market and the female customer base is exacerbated due to a severe lack of female executives. Forget about the automotive industry; even the beauty industry—meant to cater to women’s preferences and needs—is severely lacking in female employment and representation at the executive and senior levels. The highest percentage of women in board positions across all industries is a meager 29%, painting a picture of the work that desperately needs to be done to achieve equal C-suite representation. This discrepancy worsens the disconnect between female consumers and the market, as women become overlooked and increasingly dissatisfied with market offerings. Not having enough women in higher-level positions often results in products that can highly benefit women being overlooked. A prime example of this is Scrub Daddy’s near miss on the TV show Shark Tank; Aaron Krause’s innovative sponge drastically eases the process of cleaning dishes but almost did not receive a single investor. One of the only female sharks, Lori Greiner, secured a deal with Krause, which has grossed over $670 million in sales. While others did not take his product seriously, Lori’s understanding of the female consumer ultimately saved Scrub Daddy from its demise.
For example, modern beauty trends evolve at such a rapid pace that product lines are filled with hit-or-miss guesses about what women want. This keeps female consumers spending as much as possible trying new products in hopes of finding their next go-to. The constant emphasis on skincare designed to plump skin, strengthen capillaries, and overall erase signs of aging is another main focus of many skincare brands. Companies capitalizing on women’s insecurities is nothing new, but addressing these concerns is crucial to pave the way for better products that resonate with the female consumer.
However, with growing demand, some companies are actively taking this opportunity to innovate and develop products that explicitly cater to women’s unique needs and preferences, reorienting stereotypical narratives of products ‘made for women.’ Just last year, Ford Motor Company released an advertisement in light of International Women’s Day that flips the script on how automotive companies typically portray women in their marketing. The “Ford Explorer Men’s Only Edition” initially appears to be a typical video ad, showcasing a new Ford Explorer. The narrator then explains that the new vehicle is completely reimagined to exclude the essential features developed by women, including windshield wipers, turn signals, brake lights, heaters, and even GPS. Highlighting the tangible achievements and contributions of past and present female innovators illustrates how women are more than ust a target market, resonating with anyone looking to purchase a fully functioning car.
Johnson & Johnson currently spends 4% of its sales on consumer research and development—more than twice the industry average—which results in a better understanding of its female customers than most companies in the realms of oral contraception, baby care, bandages, etc. For example, with mothers of young children being one of their most important customer groups, the company launched a clinical study partnering with a pediatric sleep expert at the Children’s Hospital of Philadelphia. Together, they devised a three-step routine to help babies sleep better. Boosting their credibility by releasing the clinical study results, Johnson & Johnson successfully launched a line of products to complement their bath, massage, and quiet time routine.
There’s a common theme between these success stories: simply paying women the respect they deserve as consumers in the market. By doing so, companies are not only meeting market demands but also challenging antiquated norms, paving the way for a more equitable future. Women should not have to settle for products that ignore or fail to fully meet their needs (or do so in a condescending way). It is imperative for companies to recognize that addressing women’s needs and integrating them into senior or executive roles is not just good business sense but a necessary step towards progress.
Featured image by Yiva
