In the last few months, we’ve discussed the importance of creating ads that do right by women. We’ve stated our case, based on our research insights, why how you portray women in your ads matters. But now we’ve reached the chapter that explores what’s behind the screen or page; we’re going to the heart of the matter.

Women need to “write” the story in advertising. They need to be involved in the process — in leadership, product development, creative direction, and more.

Even the most dedicated-to-progress ad man will never understand what it’s like to exist as a woman. So if you want to communicate effectively with women, reach them, and connect with them, you need women’s voices behind your brand.

Women trust women.

Advertisers are tasked with building trust in the brands they represent, a tall order with evolving consumer attitudes and the many moving pieces involved in a buyer journey. What makes a consumer trust a brand anyway?

According to the Edelman Trust Barometer, 53% of people say trust is the most important factor in deciding whether to buy from a new brand, second only to price and affordability. Additionally, most people (64%) want brands to serve as a reliable source of information, and 70% of people avoid ads, instead seeking information about products and services from subject matter experts or people they know.

Your takeaway: Building trust is vital for brand engagement and requires authentic, accurate information from people that can reflect lived experiences back at your consumers. An ad that comes across as a caricature will do little to build that oh-so-essential trust.

Our research shows that the voice behind the brand matters immensely.

Boundary Pushers and Female Favorers are more likely to say they’d rather purchase products and services from women-owned businesses. Of course, there’s little you can do about that if you're creating an ad for a brand owned by a man. However, you can elevate women’s voices throughout your creative process. Put a woman in charge of the creative process. If she’s already guiding it, listen up. Ask for feedback from other women on the team; it’s important to consider the various perspectives women hold on a product or service. As a friendly reminder, women are not monoliths and shouldn’t be treated as such in your ads.

While purchasing from a brand with a woman at the helm can motivate some women, discernment is the name of the game; flashing your female founder isn’t enough if your products and services do not meet women’s needs.

Two in three women say a product or service designed by a woman inspires them to engage with a brand. If a woman had a say in how the product works, they trust (there’s that word again) the design takes into account how a woman would use a product, including how her body works and her lifestyle.

Since there’s such a strong historical precedent of exclusion in product design, it’s unsurprising that over half of women want to engage with brands that offer a product or service designed specifically for women. It’s been a desert for women in certain industries or product categories, and we’re ready for useful products (that keep us safe, which is the bare minimum).

The icing on the cake? Advocacy and social change. Over one in two women say they’re apt to engage with a brand that makes a point of elevating the voices and needs of women.

Brands that elevate women’s issues also benefit from insulation when they make mistakes, which are hard to avoid in today’s fast-paced advertising world. The top reason women will give a brand the benefit of the doubt if they tweet something that comes across as unsupportive of women is if the brand has a history of supporting women’s causes. Respondents from the linked source rated this factor more important than the brand having women in top leadership positions.

Why does this matter?

It’s not enough to tokenize women involved in your products/services. The proof must be in the product/service and how you advertise it. You need to provide a platform for dialogue, show your products/services are designed by and for women, and make your products fit women's needs.

Yes, women are drawn to companies owned/run by women, but that’s not enough. The consumer of today is savvy and does her research. She wants to know you put your money where your mouth is. Are women at the table? What’s your parental leave policy? Do you offer flexible options so women can raise kids and achieve career success? Do you pay women the same as men? Do you have women on your board? How many?

What are you doing to bring women’s issues into the light? What are you doing to make the changes women want?

Big questions. Important answers.

Let’s work through them together. Email us at hello@fancynyc.com to transform your advertising (and the world). Feel free to download our executive summary for more helpful insights about women and advertising.