Ad Targeting By Attitudinal Segment

Advertising has a long history of erasing women’s experiences and replacing them with stereotypes, impossible standards, and disempowering storylines. There’s been progress, but are we resting on our laurels instead of pushing for more?

In 2011, only 26% of lead roles in movies were played by women. As of 2018, 41% of lead roles were women. Yet, women are 50.4% of the U.S. population. Hovering around 8% for decades, the percentage of women CEOs at Fortune 500 companies breached 10% for the first time in 2023, a still woefully low number compared to the percentage of competent, capable women. And while ads treating menstruation like something to be ashamed of are less common, plenty of ads continue placing undue pressure on women — just look at ads on social media for skincare products and take in the many comments asking for brands to use models that look like real women, blemishes, scars, wrinkles, and all.

Across statistical variables, we see a two-step forward, one-step back phenomenon. Sure, our ads are far more inclusive than in decades past. However, the housewife of the 50s has been replaced by the woman who does it all without breaking a sweat, the newest iteration of advertising pressure that can adversely affect women.

Those of us in advertising are privy to these social forces, but what about the women on the receiving end of our creative work?

What women think about advertising

As discussed in our last blog, women feel they’re treated differently by society, especially regarding mental health care, financial planning, and aging-related issues. Since women need access to crucial products and services in these verticals, advertisers must roll up their sleeves and increase accessibility through acceptability.

Our research shows one in four women says she makes purchases influenced by marketing, advertising, or packaging designed to attract women. Over half say they sometimes do the same. So most women buy products specifically targeted towards women, at least sometimes.

Yet, advertising still presents a mixed bag for women. Products marketed towards women make them feel patronized (36%) and misunderstood (24%). But they also make women feel understood (33%), valued (26%), and empowered (24%). Some ads resonate, and others exclude them. Frankly, a single ad can provoke this entire range of reactions, making it vital to have a discerning eye when creating your advertisements, especially when advertisers target women.

The crux is that you often have limited space to communicate impactful messages, and that’s always been a challenge when targeting women, who are not a monolith. How do you craft an ad that appeals appropriately to the many women who would benefit from your products/services? Especially if they have different beliefs, values, life experiences, etc.

Advertising by segment

You have to use your advertisements to positively influence women by portraying them accurately. Otherwise, you leave women feeling unseen and unheard and consequently unmotivated to engage with a brand.

Unfortunately, demographics will only get you so far in your advertising. Imagine looking at a few square inches of a painting — you may have a general sense of what the painting shows, but you don’t have the full picture. Attitudinal segmentation gives you a view much closer to the full picture; it gives you a landscape of how various women think and feel about a topic. In this case, we have insights into what they think about advertising targeted toward them.

Our research revealed three distinct attitudinal segments, and by understanding their perspectives, you can have parameters within which you can create ads that have a better chance of making a difference.

Women who fall into the Boundary Pushers and Female Favorers segments are significantly more likely to say marketing targeted toward women makes them feel patronized, misunderstood, and minimized. The status quo will not work with these women. Boundary Pushers want a revolution, and Female Favorers want a better world for themselves and the women they care about. Both have a discerning eye for whether ads represent their lived experience — or if they’re moving the needle forward on equity and inclusion.

Conversely, Brand Approvers are significantly more likely to say marketing targeted toward women makes them feel understood and valued. We’re not 100% certain why ads land a bit better with these women, who are statistically more likely to be younger.

How to reach different segments

Our data shows that your marketing can resonate with or offend depending on who a woman is attitudinally.

We recommend you adjust your approach based on the segment that most resembles your audience or the segments you’d like to attract to your brand.

For Brand Approvers: Cultivate emotional connection, show body size and shape diversity, and respect her privacy.

For Boundary Pushers: Be direct with terminology, discuss sensitive topics openly, and get up close and personal — she expects open conversations about the issues she cares about most.

For Female Favorers: Highlight the women behind your products/services, avoid pink-it and shrink-it approaches, and speak to them as a friend would.

Creating ads that meet women where they are (and take them where they want to go) is not rocket science, but you need women’s perspectives and audience insights to do it well. We know a group of women happy to offer their creative direction and strategy. Email us at hello@fancynyc.com. In the meantime, our insights are free and available when you download our executive summary.