Marketing to women who want it all

December 11, 2011 by  

In a white paper recently released on Shawk, a U.S. marketing web site, the vice-president of Brand Strategy reports that while American women have far more influence than generations past, they continue to hold onto archaic beliefs about being all things to all people. While women are slow to change their desire to be Super Woman, marketers need to change their tactics.

Kathy Oneto writes that women in the 21st century will continue to have more influence. There are more women in the Seekonk area earning undergraduate degrees and continuing on to pursue masters and doctorate degrees. In the challenging fields of law and health sciences, women are creating a greater presence and retaining their positions despite recessionary environments. Women are infiltrating industries expected to grow and expand within the next 10 years. Economic experts are predicting that by 2025, women will earn more income than men who currently hold comparable positions.

Despite this incredible advancement in education and within the work force, women still cling to the notion that they need to “do it all”. That they need to be all things to all people, and look good doing it. Up until now, marketers have leveraged that quality within the fairer sex, but Oneto suggests in her white paper, that this approach may no longer be effective. While many women create tension for themselves by this belief, they don’t want to necessarily see this reflected in advertising.

Oneto writes that all marketers, from ad executives to graphic designers executing jobs such as flyer printing across Massachusetts have “an opportunity to evolve their approach by having more authentic dialogue with women—dialogue based on a foundation of deep, empathic understanding.”

To download the white paper, visit and look for: Today’s Women: Newfound Power, Persistent Expectations.”