{"id":8879,"date":"2025-07-15T01:16:48","date_gmt":"2025-07-15T05:16:48","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/15\/women-wield-the-wallet-and-marketers-need-a-wake-up-call\/"},"modified":"2025-07-16T08:53:02","modified_gmt":"2025-07-16T12:53:02","slug":"women-wield-the-wallet-and-marketers-need-a-wake-up-call","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/women-wield-the-wallet-and-marketers-need-a-wake-up-call\/8879\/","title":{"rendered":"Women Wield the Wallet\u2014and Marketers Need a Wake-Up Call"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Nataly Kelly, CMO, Zappi<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Women control or influence up to <a href=\"https:\/\/www.forbes.com\/sites\/digital-assets\/2024\/03\/07\/who-runs-the-world-women-control-85-of-purchases-29-of-stem-roles\/?sh=27ecccec15d8\">85% of all consumer purchases<\/a> in the United States. From groceries and personal care to healthcare, travel, and tech, women are not just participating in the economy\u2014they&#8217;re steering it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And yet, the advertising industry hasn\u2019t fully caught up.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Zappi\u2019s <em>2025 <\/em><a href=\"https:\/\/www.zappi.io\/web\/state-of-creative-effectiveness-report\/\"><em>State of Creative Effectiveness<\/em><\/a> report\u2014analyzinging more than 4,000 ads and feedback from 1.6 million consumers\u2014found that men find today\u2019s advertising to be more relevant (3.7\/5 versus 3.5) and distinctive (3.8\/5 versus 3.7) than women. And this isn\u2019t because women are harder to reach. In fact, they show higher unaided brand recall than men (70% vs. 66%, meaning they remember ads even more and can pick out the brand from a reel of competitors.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A Massive Market&mdash;and a missed opportunity<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">If women are earning more, spending more, and remembering more\u2014why aren\u2019t brands speaking to them more effectively?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Zappi\u2019s findings don\u2019t indicate that men are inherently more responsive to advertising, but there\u2019s a valid argument that while society has evolved, advertising is lagging behind the times. Yes, advertising has taken massive strides to become more inclusive, but the data speaks volumes, and marketers need to step up and do better for the women who wield the wallet.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This isn\u2019t just a cultural critique. It\u2019s a missed business opportunity. If marketers want to stand out with an increasingly economically powerful demographic, they need to invest in the creative systems that allow them to do so. That starts with rethinking the devices and tactics that resonate with women, and the processes that power creative development.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What resonates with women? Start with the Super Bowl.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We saw this dynamic clearly during Super Bowl LIX, one of the biggest creative stages of the year. Zappi tested over 65 Super Bowl ads with 20,000 consumers\u2014half of them women\u2014to measure which campaigns truly landed. <a href=\"https:\/\/www.google.com\/url?q=https:\/\/frontofficesports.com\/women-prove-to-be-a-powerful-force-in-super-bowls-record-viewership\/&#038;sa=D&#038;source=docs&#038;ust=1751388585884472&#038;usg=AOvVaw3jE2jf6H2PLhHd_ETnNWrq\">Women made up 47.5% of Super Bowl viewer<\/a>s in 2024, making them a critical and high-engagement audience for brands to connect with. The performance scores below reflect how each ad ranked in effectiveness among women relative to 4,000+ ads tested on Zappi\u2019s platform.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The top five ads among women:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Budweiser &ldquo;First Delivery&rdquo;<\/strong> &ndash; 100%<\/li>\r\n \t<li><strong>Lay&rsquo;s &ldquo;The Little Farmer&rdquo;<\/strong> &ndash; 99%<\/li>\r\n \t<li><strong>Dove &ldquo;These Legs&rdquo;<\/strong> &ndash; 98%<\/li>\r\n \t<li><strong>Nerds &ldquo;Unleash Your Senses&rdquo;<\/strong> &ndash; 98%<\/li>\r\n \t<li><strong>Michelob Ultra &ldquo;The ULTRA Hustle&rdquo;<\/strong> &ndash; 96%<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">A common thread across these? Emotional storytelling and next-generation themes. Lay\u2019s and Dove centered on children and empowered young girls. Budweiser leaned into warmth and nostalgia. These ads didn\u2019t rely on celebrity cameos or flashy spectacles\u2014they resonated because they reflected values and moments that felt meaningful to women.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Contrast that with the ads that resonated most with men, which leaned into sci-fi concepts, surreal humor, and star power. It\u2019s not that one is better than the other\u2014it\u2019s that marketers need to be intentional about <em>who<\/em> they\u2019re trying to connect with and <em>how<\/em>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Despite this gender gap in ad appeal, the Super Bowl\u2014like many other advertising occasions in the calendar year\u2014tends to shift toward what men like versus what appeals to women.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Connect with the Right Insights&mdash;Not Assumptions<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Relevance isn\u2019t something you guess your way into. If marketers want to speak to women authentically and effectively, they need a real-time, nuanced understanding of their lives, preferences, and values.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where connected insights come in.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The best-performing ads in our report weren\u2019t necessarily the funniest, slickest, or even most expensive. They were the ones that tapped into a true human insight. Something instantly relatable, but not overly obvious, that makes viewers feel seen. Whether it\u2019s Snickers\u2019 <a href=\"https:\/\/www.youtube.com\/watch?v=OTPJYZLD6L8&#038;pp=0gcJCfcAhR29_xXO\">\u201cyou\u2019re not you when you\u2019re hungry\u201d<\/a> or Always\u2019 challenge of what it means to do something <a href=\"https:\/\/www.always.com\/en-us\/about-us\/our-epic-battle-like-a-girl\">\u201clike a girl,\u201d<\/a> these are moments that hit because they\u2019re grounded in truth.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s the kind of creative muscle brands need to flex more often\u2014especially if they want to speak meaningfully to women who are more empowered, more discerning, and more influential than ever.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Stay Consistent, Stay Fresh<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As your brand grows, so should your platform. That means being consistent over the long term\u2014but fresh in the short term.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Consistency helps audiences build mental availability for your brand. It allows your messaging to \u201cclick\u201d faster when they see it again. But consistency shouldn\u2019t be confused with repetition. Audiences crave novelty. So while your tone, platform, or characters may stay the same, the execution needs to evolve.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take Dove\u2019s <a href=\"https:\/\/www.dove.com\/uk\/stories\/campaigns.html\">Real Beauty<\/a> platform. It started as a counter-message to photoshopped perfection. Today, it\u2019s tackling AI\u2019s effect on self-image with ads like <a href=\"https:\/\/www.zappi.io\/web\/blog\/admiration-feature-doves-the-code-a-dove-film\/\"><em>The Code: A Dove Film<\/em><\/a>, which promises never to use AI to distort women\u2019s images. That\u2019s a perfect example of staying relevant without abandoning your roots.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The marketers who take the time to understand, respect, and speak directly to women\u2014across generations\u2014are the ones who will build loyalty, love, and long-term market share.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After all, the data is clear: Women aren\u2019t just buying\u2014they\u2019re deciding which brands win share of wallet.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Nataly Kelly is the Chief Marketing Officer at <\/em><a href=\"https:\/\/www.zappi.io\/web\/\"><em>Zappi<\/em><\/a><em>. Her latest book, <\/em><a href=\"https:\/\/www.amazon.com\/Brand-Global-Adapt-Local-Cultures\/dp\/139861971X\/ref=sr_1_2?crid=3JKUKBZHIZFWV&#038;dib=eyJ2IjoiMSJ9.0R0-f_bW2gs2iDzxOSc4C5coxLlDAgTuMjcKeAhfSlqMckQMTGMQSbxcIpAUI4jbOCuDMkXzgrj4DUX2vNM-TJwgAXnv4zqmzdQ2I8XOUjk.ktFB3kSvWbQ--hVRzkClONgRWKxidxguewoahQ3bfrs&#038;dib_tag=se&#038;keywords=brand+global+adapt+local&#038;qid=1741868780&#038;sprefix=brand+global+adapt+local%2Caps%2C99&#038;sr=8-2\"><em>Brand Global, Adapt Local<\/em><\/a><em>, comes out in June 2025. A former Fulbright scholar in sociolinguistics, her prior books include <\/em><a href=\"https:\/\/www.amazon.com\/Take-Your-Company-Global-International\/dp\/1523004436\"><em>Take Your Company Global<\/em><\/a><em> and <\/em><a href=\"https:\/\/www.amazon.com\/Found-Translation-Language-Shapes-Transforms\/dp\/039953797X\/ref=tmm_pap_swatch_0\"><em>Found in Translation<\/em><\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The marketers who take the time to understand, respect, and speak directly to women\u2014across generations\u2014are the ones who will build loyalty, love, and long-term market share.<\/p>\n","protected":false},"author":7,"featured_media":8880,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Women Wield the Wallet\u2014and Marketers Need a Wake-Up Call | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/women-wield-the-wallet-and-marketers-need-a-wake-up-call\/8879\/\" \/>\n<meta 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