It’s Time for Brands to Talk Taboos

Our research shows many women talk with friends and spouses about the last sex toy they bought, how they’re navigating menopause, their takeaways from their last session with their therapist, their favorite edible brand, and more. Some, like the Boundary Pushers, are sharing their thoughts publicly. Either way, women are talking about taboos. Brands that stay passive participants in these conversations are guaranteed to miss out. 

Many women want brands to step up and lead the conversations they believe we all need to have. And they notice whether you’re a force for change or actively maintaining the status quo.

Think of it this way: Your well-crafted ad sparks meaningful conversations about issues that matter to women. As a result, women feel seen and heard. A product or service then transcends a simple purchase and becomes something that can change a woman’s world. That leads to brand loyalty, advocacy, and a better world for women. It all starts with a conversation. A meaningful, relevant, and motivating conversation.

Speak her language.

For too long, advertising has skirted around women’s issues, presented them in vague, mysterious ways, gone heavy on implied meaning, and indulged in harmful, unrealistic stereotypes. We know this doesn’t work. And there’s plenty of research to illustrate the pitfalls of ineffective advertising.  

For women who have chosen to pursue motherhood, advertising has left a bad taste for a long time. A recent survey of over 7,000 current and expectant mothers found that while 79% say it’s important for brands to portray them realistically, only 49% say brands are getting it right. According to respondents, brands that sell to mothers focus too much on keeping kids busy, prioritizing families over themselves, having a tidy and clean home, and being physically fit. Instead, they’d like to see brands show mothers who prioritize their and their children’s mental health, teach acceptance, have a healthy body image, and see children meet development milestones and spend more time outdoors. Mothers are tired of the unrealistic standards in ads and the message that women must sacrifice themselves to perfect ideals to be valid. But will brands listen?  

In 2022, Victoria’s Secret launched a first-of-its-kind ad campaign — at least for the brand. The 30-second spot features models of all shapes, sizes, and ethnicities. The line, “We now know beauty was always yours to define,” stretches across the screen, white text over a black background. Simple. Inclusive. Warm and fuzzy. But was it too little too late? 

As the linked article notes, similar campaigns were released by Dove and Aerie nearly 20 and 10 years prior, respectively. And where is the line between pandering and representing? With Victoria’s Secret’s profound influence on beauty standards across multiple generations of women, is a 30-second ad enough to compensate for the damage? Is the brand’s ad contributing to an important conversation — or diluting it? For women, it matters that brands start and contribute to these vital conversations in meaningful ways. And yes, there’s a right and a wrong way to do it. 

Our research shows that most women want taboo topics to be discussed openly, regardless of the attitudinal segment. These are the percentages of women who want the following topics to be discussed openly: 

• 80% mental health

• 76% aging

• 63% menstruation

• 61% sexual preferences

• 51% income

• 52% sexual activity 

Brands take note. If you sell products and services in any of these spaces, most women want you to start, facilitate, and contribute to open dialogues. You can do it, and do it better than Victoria’s Secret. 

Different segments want different conversations.

Despite the stats above, we do see some differences in what topics segments from our research are most passionate about. 

Boundary Pushers align with Female Favorers regarding mental health, aging, and income in that both segments believe these topics should be discussed more openly. 

However, Boundary Pushers are significantly more likely than Female Favorers to believe sexual activity, sexual preferences, and menstruation should be discussed more openly.

As we’ve recommended before, you must know women to sell to women. Identify the segments in your customer base, and adapt your messaging accordingly. Alternatively, if you sell sexual health or menstrual products, you can choose to focus primarily on Boundary Pushers, as they’re receptive and especially interested in candid conversations about these topics. 

But whoever is in your audience, most women want more from brands. 

Be a little uncomfortable. 

It’s time to openly discuss these topics in your advertising. So how do you do it? 

• Be direct. 

• Be transparent. 

• Be honest. 

• Be a little uncomfortable. 

Change isn’t easy, and it often comes with discomfort. It’s time brands take on the discomfort. Do some heavy lifting with your messaging, take risks, and upset the status quo. On the other side, you gain access to women who are guiding financial decisions and have immense spending power. 

How do you craft better messaging? And how do you assess whether it’s landing? 

Observe and listen to the responses from your customers. Check social media comments on your posts. Read the comments section on articles about your ads (or your competitor’s). Digest women's responses (like the one linked above about Victoria’s Secret). How do they react to your advertising? Adapt accordingly. Women need to be part of the conversation, not just witness it. 

Finally, know your segment. Each segment has preferences for how they want to have conversations right now. Boundary Pushers want to go there. Female Favorers want to discuss mental health, aging, and income but are less open to conversations about sexual health and menstrual products. Use a light touch with Brand Approvers, who prioritize privacy. Above all, attune to the women you sell to — actually listen and respond. Give them the ad experience they’ve wanted for so long.

And if you want some strategic support in crafting better messaging to reach women, we’re your go-to. Check out our executive summary for more research insights, and contact us directly to change the status quo, one ad at a time.