Over the years, women’s purchasing power has been steadily increasing. According to Forbes, “Women drive 70-80% of all consumer purchasing decisions.” However, many companies have struggled to effectively appeal to women as consumers. In this blog, we’ll discuss the ways companies can attune with a female audience, increase their customer loyalty and expand their customer base. 

Empowering Women 

The topic of empowerment has been an important one for women as they navigate various aspects of their lives, such as career, relationships, personal development, and overall well-being. 

Dove saw that this impact could be started at a young age and has partnered with the World Association of Girl Guides and Girl Scouts, to create the “Free Being Me” program, which aims to promote body confidence and self-esteem for young girls. The program offers workshops and resources for self-confidence and body positivity to empower them to overcome societal pressures and pursue their passions with self-assurance in their futures.

Microsoft recognized that technology could be used to promote female empowerment. As careers are becoming ever more reliant on technological knowledge and as the male-to-female ratio in tech still skews towards men, Microsoft partnered with IGNITE Worldwide, a nonprofit that empowers girls in pursuing careers in technology through mentorship, workshops, and resources. Through workshops and education for girls, Microsoft is helping to build skills and confidence among female students pursuing careers in technology– not to mention, grow a new generation of coders suitable for their workforce.

Through these partnerships, companies are able to align with female-focused non-profits to inspire positive change for girls and young women. 

Sustainability Awareness

In recent years, sustainability has become a key consideration for many consumers. Women have traditionally, but not exclusively, been the primary caregivers in many households – and as a result, they are often attuned to issues related to the environment.

The Body Shop has partnered with Plastics for Change, a social enterprise promoting sustainability and fair labor practices. By sourcing Plastics for Change’s Community Trade Recycled Plastic, The Body Shop is reducing plastic waste and supporting fair pay for waste pickers in India and enabling The Body Shop to offer eco-friendly products that align with relevant female values of sustainability and social responsibility.

Another example of a company that puts sustainability at the forefront of their mission statement is Patagonia.Patagonia has a long-standing commitment to environmental conservation. Through their partnership with 1% for the Planet, Patagonia is donating 1% of its sales to environmental causes. They’ve also partnered with Fair Trade USA to promote fair labor practices and sustainable livelihoods for workers in developing countries. Patagonia’s use of Fair Trade Certified materials in its products, like The Body Shop, is ensuring fair pay and safe working conditions for workers.

By partnering with sustainability-focused organizations, companies can demonstrate their commitment to eco-friendly products and practices that align with female consumers’ values.

Wellness 

Partnerships between companies and wellness organizations that promote healthy living provide an effective strategy for targeting women.These collaborations offer greater opportunities for female consumers to make purchases across multiple categories. These collaborations can provide female consumers with access to products, services, and resources that prioritize their health and wellness while catering to daily preferences and attuning to their values.

Blue Apron, the meal kit delivery service, for instance, has joined forces with WW (formerly Weight Watchers) to offer healthy meal prep kits that work with WW’s point system. This partnership aims to provide customers with convenient and healthy meal options that guide them on nutritious foods that support their weight loss journey.

Headspace, the popular meditation and mindfulness app, is in partnership with LinkedIn to offer a series of guided meditations for busy professionals. The partnership aims to help LinkedIn users manage stress while networking and building their careers. As women navigate their job prospects, they are signaled to relax, take a reprieve from the stresses of work life, which they can now associate with Headspace and LinkedIn. 

By offering products, services, and resources that prioritize health and wellness, companies can appeal to female consumers and capitalize on their spending power in their everyday purchases.  

Diversity and Inclusion 

Women historically have faced discrimination and exclusion in many areas of life, including the workplace and parts of society at large.While progress has been made in these areas, women remain particularly attuned to issues of diversity and equity and are more likely to support companies that prioritize diversity and inclusion. 

A great example of such partnership is Sephora, which collaborated with the 15 Percent Pledge, a nonprofit advocating for Black-owned businesses in retail. Under the partnership, Sephora committed to dedicating at least 15% of its shelf space to Black-owned businesses.

Target has partnered with the HRC, a nonprofit organization that advocates for LGBTQ rights. The partnership promotes Target as a LGBTQ-friendly employer, aiding Target in creating LGBTQ-friendly policies and legislation, and collaborating on initiatives that promote LGBTQ inclusion and visibility.

When companies support initiatives that promote equity and inclusion, they not only attract female consumers, but also contribute to creating a more just and equitable society for all.

Summary

By partnering with organizations that align with women’s values, companies can create meaningful connections with female consumers and increase their customer base. Moreover, companies that strive to understand, respect, and cater to the needs of women can gain a competitive advantage and foster long-term loyalty.