Get a pulse on what resonates with women

Published on: September 7, 2022

The significance of communication positioning has inspired many articles and books devoted to the subject matter. In this post, I’ll share a crisp note on the four crucial topics on which brands are most likely to need ‘corrective’ perception when it comes to positioning communications to women.

Relevance – Connecting with today’s woman

The 1980s are over, and so are the 2000s. Brands need to align with the contemporary female culture and not the frazzled supermom who is stressed out from wanting to have it all together. Women today are improvisational: She deals with chaos head-on, knowing that something’s got to give. She knows what’s important and doesn’t fret over old toys stacked under the children’s bed, unless they’re spooking the kids. She has been coping with this for over two decades now and has gotten rather savvy and confident about her skills. So, instead of positioning your product to bail her out of a harried day, show how it helps her have a jolly good time when she’s already woken up on the right side of the bed by delivering benefits like fun, relaxation, and family time.

Sentiment – Make her care for your brand

Yes, we know that women are more practical than men, but they are also more sentimental, and are thus more likely to tune in for emotional benefits over functional ones. Not to say that utility doesn’t count, she’s got to know first if it works alright. For instance, what sets apart one functional car, from another functional car, isn’t always about the mileage or legroom: sometimes it’s just a warm and cozy feeling. 

Point to note, the women's culture in general is drawn towards empathy rather than ambition. A basic yet effective example of this is the sleep timer option in TVs where the device would automatically turn off after the timer goes off. The message: there’s someone to put you to bed, too.

Also, for women, warmer comes before the winner. They’re all about association, and competition does not sit pretty with them. Say, an ad directed with those with the winner orientation showcasing a premium sports car with the message: “Follow the leader” would only appeal to those who are ‘leaders’. Not all of us are, not all of us want to be – women understand this. For instance, a man would buy an SUV because it is big and promises speed, whereas a woman would buy an SUV because it is big and promises safety.

Corporate brownie points – Shimmy in the spotlight!

If you’ve got a clear superiority over your competitors, claim it; go all out and publicize the hell out of it! With competition swelling and the market inundated with communication clamour, products and services are interchangeable commodities. At such times, your brand’s good deeds can be the ‘soft stuff’ that differentiates you from the crowd.

Procter & Gamble’s Ariel launched the #ShareTheLoad campaign in 2015, revealing the reality of inequality within Indian households. The movement was aimed at addressing the unequal expectations placed on men and women right from a young age, by asking thought-provoking questions which make the audience ponder, introspect, and act. The touching campaign influenced over 1.5 million Indian men to pledge to Share The Load, cementing the way for many millions more toward a society wherein laundry duty isn’t assigned to a gender. Over the years, the campaign has had a considerable impact. More men today are sharing the load than ever before.

Barriers created by the patriarchal society have been constantly challenged by women who have proved to be a force to reckon with. Chief among such women is renowned philanthropist Sudha Murty, who is a Padma Shri awardee for her remarkable social work. She has been heading the Infosys Foundation since its inception in 1996 and is associated with numerous non-profits, including the Gates Foundation. Another prominent name is Kiran Mazumdar Shaw. Her philanthropic efforts are directed toward making a difference to global healthcare. She has also created an affordable, 1,400-bed Mazumdar-Shaw Cancer Centre, that is modeled on the economics of scale and early-stage diagnosis. Such women become a catalyst in bringing about societal changes and such ventures become a part of their individual brand identity.

Clearing the air – Painting your product pink may make your customers see red

Unless you want your brand to feel the blues, we’d advise against opting for pink as a strategy. The best initiatives aimed at women are not pink, but inclusive and supportive. In almost any category, excessively modeling a marketing program as “women’s only” will end up alienating both genders. Banks that promise to look after “women’s special financial needs” will end up being ill-favored. Why? Firstly, men will run off a million miles before associating with anything ‘girly’. Secondly, women might also look at it suspiciously: So, let me get this right. Is it going to cost more? Like women’s alterations and hair salons? Or would it be dumbed down and flimsy quality, like the lilac gardening gloves? Think twice and blink hard before you paint it pink.

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