One-Size-Fits-All Advertising Doesn’t Actually Fit Anyone.
When it comes to clothes, we all know the drill: "one size fits all" never really fits anyone. Sure, the tag might promise simplicity, but what it actually delivers is compromise. And a poor fit for everyone. The sleeves are too long, the waist too loose, the hemline awkward. So what do we do? We make it work. We wear a belt. We tie it differently. We roll the cuffs, push up the sleeves, or layer it with something else. It’s not perfect, but it’s convenient for the manufacturer, so it’s up to us to adapt.
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 A one-size-fits-all approach demands that women adapt their unique experiences into the confines of a shallow, outdated stereotype—a stereotype that’s so basic and superficial, it’s really no one’s life at all.
It’s time to stop asking women to roll the cuffs of a message that doesn’t fit them. It’s time for brands to start tailoring their advertising to the lived realities of their audience. But to do that, they need to understand why they keep falling back on the one-size approach—and why it’s not working.
Why One-Size Advertising Persists
Stereotypes Are Easier
Let’s face it: building authentic, nuanced campaigns is hard work. Stereotypes are easy—sitting right there, prepackaged, ready to use. They are the junk food of advertising—cheap, convenient, and incapable of nourishing deep connections. But here’s the thing: cutting corners on research and avoiding the complexities of real life doesn’t save time; it wastes it. Because lazy work doesn’t resonate. It doesn’t connect. And it sure doesn’t inspire action.
Familiarity Feels Safer
In a world where risk feels like a four-letter word, brands cling to familiarity like a life raft. They lean on tropes that have been recycled for decades because those tropes feel safe. But here’s the problem with safety: it’s boring. It’s forgettable. It doesn’t inspire. And it sure doesn’t move the needle.
Fear of Alienating Audiences
That obsession with safety is also rooted in fear—fear of offending, fear of polarization, fear of taking a stand. Brands worry that being too specific will alienate a portion of their audience, so they water everything down, distilling their messaging to something so generic it’s practically flavorless. But here’s the irony: in trying to resonate with everyone, they end up motivating no one.
How to Fix One-Size Advertising
If brands want to stop forcing women to "make it work," they need to shift their approach. Here are three ways to start:
1. Start with Real Stories
The best campaigns are rooted in real experiences. Invest in listening to your audience—not just through surveys or focus groups, but by immersing yourself in their world. Understand their daily challenges, joys, and aspirations. Real stories don’t just inspire great creative work; they create emotional resonance that can’t be faked.
2. Be Fearlessly Specific
Brands often worry that specificity will alienate some consumers. The truth? The more you speak to someone’s reality, the more they’ll trust you. Whether it’s addressing taboo topics, celebrating underrepresented groups, or highlighting unexpected facets of your audience’s lives, specificity builds loyalty. When your work feels personal, your audience will know it’s authentic.
3. Collaborate with the Right Partners
No one can master every nuance of their audience’s lives alone. Working with partners who specialize in connecting with women can help ensure your campaigns resonate deeply. Look for those who excel at turning raw insights into campaigns that are bold, thoughtful, and unforgettable.
4. Challenge the Status Quo
Break away from tired tropes and generic approaches. Women are multifaceted, and your campaigns should reflect that. The brands that stand out are those willing to challenge stereotypes, tell bold stories, and take creative risks that feel fresh and relevant.
5. Commit to Listening and Learning
Tailored advertising is an ongoing process, not a one-time project. Build systems to consistently gather and analyze feedback from your audience so your messages stay relevant and resonant. Treat every campaign as an opportunity to learn and grow. The brands that succeed are those that evolve alongside their audience.
Stop asking women to bend themselves to fit your message. When you truly understand who your customer is, how she lives, and what she wants, you can create messages that feel tailor-made for her life—not some generic idea of it. The best campaigns don’t just check boxes or follow trends; they connect on a human level. They resonate, they inspire, and they build trust. This is how brands stop being forgettable and start being indispensable. Tailored advertising isn’t just better for your audience—it’s better for your business.
