Younger women are more likely to have positive brand perceptions. Here’s why:
Age is not just a number. It’s a guiding light for smart brands that sell products and services to women. But if you limit your understanding to tired demographics you’ll be left wanting for conversions (and losing with women). It’s time we took a holistic look at age.
Harness women’s purchasing power and financial influence
Advertising’s biggest miss is failing to recognize the purchasing power of women. Here’s how you do it right.
600 women will tell you what they really want from brands and how to talk taboos
Advertising has failed to reach women since its inception. Call it stereotypes. Call it too few women steering the ship. But either way, women want you to call it like it is. Women are tired of brand silence on the issues that matter most. Our taboo research proves it.
Fancy releases results of new survey covering feminine taboos
We believe that for too long, the marketing world has ignored women’s lived experiences (and voices). Taboos exist to silence women, surrounding aspects of their lives with stigma and shame. It’s time women have space to say what they want. It’s time we get real and have the conversations women have been trying to have for their entire lives.
When it comes to health & wellness decisions, FemX marks the spot.
Fancy just partnered with Health Mavens on a new survey to dive into the what and why of how FemXers, women 40-60, make their health & wellness decisions.
Mothers are more than moms, just ask one. We did (500 actually).
Motherhood isn’t everything. Even to moms. That was made clear in our survey when 9 out of 10 mothers said they wanted to be portrayed in roles other than mom. In no way does this diminish the role of motherhood in a person’s life. It can be defining. It can be exceptional. It can be transformative. It isn’t, however, everything. The pre-motherhood self does not simply evaporate, replaced by the selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are.
Marketers are more obsessed with our looks than we are
How much of our lives has been spent on living up to impossible beauty standards? Standards created by the media, the patriarchy, and yes, advertising. Global ad spend in the beauty category continues to grow, but who’s really paying attention? Who is absorbing the nonstop barrage of content messaging and predetermined ideals? Apparently not women over 40.
Want to reach women 40+?
It’s a fact that women over 40 are integral to the consumer economy. They’re heading households, buying for their families, often spending discretionary income on themselves. They’re loyal to their favorite brands and willing to try something new if there’s credible evidence to suggest it will solve a problem, or enhance an experience. But the question remains: how to connect with them in a way that’s interesting, relevant, and most importantly, motivating?
What Are Women Over 40 Worth to Your Marketing Mix?
Remember when it was all Millennials all the time? When the world was swathed in pink and brass gleamed bright. When inspirational sayings scrawled in neon adorned walls and terrazzo covered floors, tables counters and kleenex boxes? Sorry ladies, it’s all about Gen Z now. How quickly a media darling gets pushed to the side when a newer, cuter, younger, sparklier option catches marketing’s eye.
Women over 40 aren’t who you think they are.
80% of women over 40 feel younger, cooler, or sexier than they expected they’d feel at this age.
Eighty percent. That’s a lot of women who aren’t interested in reliving their youth (misspent or not!). That’s a lot of women who are looking forward to life, not back at it. And, that’s a lot of women who aren’t going to be influenced by advertising playing (and preying) on their insecurities, fears, and anxieties.
Something to think about:
Women over 40 see themselves presented in very specific roles, if at all. Many of the women we surveyed said that outside of anti-aging and pharmaceutical ads they really didn’t see anyone their age, and even those women didn’t reflect the way our respondents see themselves. Which, in case you’re wondering, is pretty awesome.
To Resonate With Women 40+ Beauty Brands Need to Get Real
Global ad spend in the beauty category is expected to hit well over $15B this year, but who’s really paying attention? Who is absorbing the onslaught of content messaging and predetermined ideals? Turns out, not women over 40.
Should Brands Be Responsible for Debunking Gender Stereotypes? Let’s ask the ladies.
These days women across generational divides, races, and industries are banding together to empower one another and fight for equality in women’s issues and beyond. But, they don’t think they should be doing it alone.
hey mama, we know you’re more than a mom
Motherhood can be defining. It can be exceptional. It can be transformative. It isn’t everything. The pre-motherhood self does not simply evaporate, replaced by selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are. That person is still in there. And advertisers would be wise to appeal to her.
How do you categorize women over 40? You don’t.
A woman over 40 refuses to be defined.
At no other point in a woman’s life is she so likely to be so different from her age mates. Biologically, emotionally, financially, sexually, psychologically. This group is incredibly diverse.
Are brands responsible for advancing women's issues?
To find out what women are thinking, we did something radical: we went straight to the source and asked them.
Should your brand be targeting women over 40?
If brands ignore women over 40, they’re missing out on a group that makes 85% of household buying decisions. See what else brands need to know about this powerful and passionate group.
Survey results are in: Women 40+ have their say
Brands love millennials and they’re even somewhat interested in senior citizens, but women over 40 are not even on the radar. Fancy’s survey of 500 women over 40, recently covered by Campaign, gives these women the mic, and it turns out they had a lot to say.
Calling All Women Over 40!
Quick! Think of your three favorite ads that show the marketers really "get" the 40+ woman.