What purpose do taboos serve in our society? That’s up for debate, but one of the working theories is that they’re meant to control our behavior. They represent the forbidden, and when an individual dares embrace a taboo publicly, they can risk social ostracization, shame, and isolation. It’s hard to determine where and when a specific taboo started, though its origin may not matter as much as its immense influence on people. These social standards of acceptability align us with the status quo—nobody wants to be excluded, making taboos a powerful force. 

But most taboos reach an inflection point, where we have to decide if they’re serving us or if it’s time for a revolution. The pressure mounts, and one by one, people start pushing back. This incredibly valuable defiance has led to women’s suffrage in the 1920s and FDA approval of the birth control pill in the 1960s, plus the legalization of marijuana and marriage equality, among other social changes in recent decades.  

Taboos evolve with us. It’s not so far in the past that divorce was one of these taboos, and those who did end marriages bore a black mark in their communities. Now, divorce is far more socially acceptable. People can make decisions about their marriages with far less fear of judgment and plenty of people who relate to their experiences. Out of this acceptability comes plenty of readily accessible support for those going through the experience—divorce lawyers, counselors, books, public support groups, and even cake decorators. 

When we look at today’s taboo products and services—mental health care, aging products, financial services, sex toys, alcohol, and cannabis—we have to acknowledge the impact on women. All of these products and services serve various purposes for women — meeting very real needs and wants, solving their problems, providing pleasure, or helping them live fuller lives. But how accessible are they to women when society upholds their taboo status? How much is the taboo nature of these products and services holding women back? Isn’t it time we accelerate that evolution? 

As our research shows, taboo or not, women are still purchasing and talking about them. It’s time society caught up. 

Listen up. Women are talking about taboos.  

Women talk. Even if they’re discerning about who they talk to, most do not keep taboo purchases completely private. These products and services may be taboo publicly, but that’s far from the case in women’s private conversations. 

In order from most likely to share with others to least likely to share with others, here’s where women stand on sharing taboo product/service purchasing info: 

• alcohol products (87%)

• mental health care (84%)

• cannabis products (81%)

• financial advising services (75%)

• aging products (71%)

• sexual products (58%) 

To recap: Women are most likely to share alcohol product purchasing information with others and least likely to share sexual product purchasing information, though MOST women share these purchases with others. 

Does this surprise you? 

Women are leading the change from taboo to socially acceptable, but there’s a definite place for brands in this evolution. What role will you play? 

Brands need to talk openly about taboos. 

When it comes to taboos, women are embracing defiance in their personal lives. They’re sharing their purchases openly. Why not join the conversation? Why not start the conversation? 

Brands have a lot of influence in society, determining what’s trending, recruiting large numbers of people to the utility of their products and services, and gathering devotees like a religion. Think of brands like REI, Dove, and Ben & Jerry’s—all champion specific causes and have made waves in their respective pools. Will you use your power for good? 

If you’re ready to walk the walk, here are some steps you can take today. 

1. Start by ensuring your advertising approach matches the lived experiences of women. When it comes to taboos, they’re purchasing and sharing.  

2. Offer products/services that change lives and explain why they do. Position your product or service to highlight the impact it can make on women. Illuminate the “after” picture. Show women living life freely, without concern about fitting the status quo. Before you know it, the taboo label will no longer fit. 

3. Add bells and whistles that keep the engagement going long after the purchase, like: 

• An app

• Follow-up survey

• Newsletters with education, stories, promos, sales, etc. 

• Opportunities for community and engaging with other like-minded women, online or IRL

Make your product/service an immersive experience, not a hidden one. Sound good? 

Fortunately, our team at Fancy is ace at creating ads that start conversations. If you’re ready to do more and do better, contact us at hello@fancynyc.com.