Connect with Women to Drive Growth
“Women, as a consumer group, are at the forefront of shaping the future.”
Last week, I read a 2024 NielsenIQ report packed with data and insights on the purchasing power of female consumers — and why it’s crucial for brands to truly connect with them.
According to the report, women influence 70–80% of all consumer spending across industries. Yet, 91% feel that brands don’t understand them. Ouch.
So, while a woman might be the deciding factor behind the purchase of a puffy jacket (even if it’s for someone else), will she come back to that brand the next time she’s shopping? It depends.
When brands deliver high-quality products at a fair price, create emotional connections, and contribute to social causes that align with her values, the answer, as the magic eight ball might say, is: signs point to yes.
The foundation for any business is to create an offering that meets a market need. Make something great, price it fairly, and you’re off to a solid start. But for female consumers, the next step is all about connection.
Sure, she wants a jacket that keeps her warm, but with countless options out there, it’s the emotional connection that can turn a one-time purchase into a lasting relationship. One where she feels seen and understood.
When brands thoughtfully craft a customer journey that evokes positive emotions, they lay the groundwork for a relationship, not just a transaction -regardless of gender. Done right, brands can cultivate loyal fans who not only return to buy again but share their enthusiasm with others, amplifying growth through word-of-mouth.
So, how can a brand turn a transaction into the beginning of a relationship? One step at a time.
A few years ago, I helped relaunch a CPG brand with a handmade product that was more expensive than most in its category. Because the nature of handmade items meant the product might not be perfect, we knew it was essential to set clear expectations so customers would be delighted, even if a stitch was slightly off.
We started with product page copy, highlighting the unique beauty and charm of handmade items. We followed up with a package insert explaining what to expect and how to care for an errant thread to enjoy the product for years to come.
Finally, we focused on customer service. By offering a generous return policy and responding to every inquiry with a genuine desire to listen and understand, we kept our return rate at just 1% — far below the 10% average for DTC brands.
This thoughtful approach, paired with a strategic ad campaign (6:1 ROAS, but that’s for another post), validated the power of building an emotional connection.
As the report highlights, forging meaningful connections with female consumers is a vital step toward driving long-term revenue growth.
If you’re ready to dive into the data, the report is packed with valuable insights. And if you’d like to create a customer journey that resonates with the active female consumer, reach out — I’ve been helping brands grow through connection, authenticity, and sustainable strategies for decades, and I’d love to help yours do the same.
