A survey of Canadian women aged 18 to 64 sought to find out which brands they love, what turns them off, and what they wish advertisers knew about crafting messages aimed at them.
What women hate
1) Don’t underestimate women’s intelligence. Ads that assume they know nothing about cars, sports, or finances are marketing poison.
2) Stop patronizing. Wake up and realize that women don’t enjoy being talked down to. No more pictures of women laughing while eating salad, dancing while talking about menstrual products, or getting irrationally excited about yogurt.
3) Show you care. Your products may be good, but if you are not a good corporate citizen female consumers will take note.
4) Women as sex objects. They see your beer ads and your cologne ads. Don’t think they don’t see them.
5) Make it funny. Stop assuming men are the only ones with a sense of humor.
6) Show moms as real people. Not all mothers drive minivans, and not all of them want the picture of sunny perfection that seems to be in every ad targeted to moms. Show the mess and imperfections. Show working moms balancing their lives.
7) And speaking of moms, when it comes to their daughters, stop painting everything pink.
8) Health matters. Don’t sugarcoat your health claims. Women are trying to lead healthier lives, not only for themselves, but their families as well. Make it easier to get the information that they need.
