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Financial firms love to talk about empowering women. They share the stats. Host the panels. Say all the right things.
But when it’s time to build the brand or shape the message, it still sounds like they’re talking to men. And women have heard enough.
Women between 40 and 60 aren’t slowing down; instead, they’re waking up. They’re stepping into their power, letting go of preconceived notions of what middle age should be (or could be!), and yes, ohh yes!, reclaiming their pleasure. So why does the sexual wellness industry still talk to them like they’re broken (if they talk to them at all)?
When it comes to clothes, we all know the drill: "one size fits all" never really fits anyone. The same thing happens with advertising. A one-size-fits-all approach demands that women adapt their unique experiences into the confines of a shallow, outdated stereotype—one that’s so basic and superficial, it’s really no one’s life at all.
TACKLING TABOOS
We surveyed 600 women 18+ regarding their feelings about the advertising, marketing, and purchasing experience of products and services that have traditionally been considered off-limits or taboo.
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Vagina Museum, pH-D Feminine Health and agency Fancy hope to bridge the gap with more realistic representations of female bodies.
WOMEN OVER 40
500 women over 40 weren’t shy about sharing their feelings regarding what brands were getting right and not so right.
Want to learn the what and why of the way women 40-60 make health and wellness decisions? Fancy’s latest survey goes deep into the buying habits this powerful consumer as well as how to connect with her authentically, you’ll have to download the FemXers summary.
Watch as Fancy co-founder and co-chief creative officer, Erica Fite, distills the findings of our survey about women 40+ into actionable insights brands can use today to increase their relevance with this powerful consumer group.
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