Women are one of the most influential consumer groups. And yet, many industries continue to market to them through strategies that are shaped by outdated gender roles and rooted in the male gaze.
While brands spend billions targeting male consumers, research consistently shows that women drive the vast majority of household purchasing decisions—across industries ranging from finance and healthcare to automotive and technology. So, why do so many campaigns still fail to resonate with female audiences?
In this article, we’ll explore this question along with key stats, surprising consumer trends, and actionable steps brands can take to better connect with women. It’s time to challenge the male gaze in marketing, amplify female voices in decision-making roles, and recognize the true power of the female consumer.
Women: The Ultimate Decision-Makers
Studies show that women make up to 85% of consumer purchasing decisions in the U.S., from daily essentials to big-ticket items like cars and homes. Despite this, many industries still fail to market effectively to female audiences.
Breaking Down the Numbers
- Women control over $10 trillion in U.S. household financial assets.
- 91% of new home purchases are influenced by women.
- Women buy 62% of all new cars sold in the U.S. and influence more than 85 percent of all car purchases.
- 94% of women believe they will be solely responsible for their finances at some point in their lives.
The disconnect is that many brands still frame women as a secondary audience or “influence” as opposed to “decision-makers”, often marketing their products through a stereotypically male-centric lens.
The Male Gaze in Marketing: Why It’s Time to Evolve
From automotive ads that focus on speed and horsepower to tech products designed with men in mind, the hypermasculine “male gaze” in marketing is still a very prevalent issue. Women are often an afterthought, or worse: portrayed through outdated stereotypes that don’t reflect their real lives or purchasing power.
Where Brands Get It Wrong
- Automotive: Many car brands still prioritize male-focused messaging—performance, power, and status—while ignoring that women audiences tend to care about the car’s reliability, safety, and practicality.
- Tech & Electronics: Female consumers are often overlooked in the marketing of personal tech, despite being major buyers of smartphones, gaming consoles, and software.
- Finance & Investing: Financial services campaigns are still largely directed at men, even though women are increasingly becoming primary financial decision-makers in households.
Where Brands Are Getting it Right
Some companies have begun shifting their approach:
- Dove’s “Real Beauty” campaign challenged beauty industry norms by featuring women of all shapes, sizes, and backgrounds—an approach that deeply resonated with female consumers. The brand continues to uphold this commitment and has pledged never to use AI-generated content to represent real women in its advertisements.
- REI’s #ForceOfNature campaign focused on women in outdoor sports, countering the historically male-dominated imagery of adventure brands.
- Car companies like Volvo and Honda have adjusted their messaging to highlight safety, sustainability, and family-friendly features, rather than only performance specs.
The bottom line is that women are not a niche market—they are the market. Brands that recognize this are likely to see stronger engagement, higher conversion rates, and increased brand loyalty.
Surprising Products Dominated by Female Consumers
If you’re still not convinced about the power of female consumers, consider this: women are the driving force behind some of the most “unexpected” industries, outspending and out-influencing men in categories traditionally overlooked by marketers.
Unexpected Markets Where Women Lead
- Video Games: Contrary to outdated stereotypes, women make up nearly 50% of gamers and account for more game purchases than men. Yet, marketing in the gaming industry still often caters to a male audience.
- Home Improvement & DIY: According to a study from Marketing to Women, women make up half of the customer base at home improvement stores like Lowe’s and Home Depot. More notably, they initiate 80% of home improvement projects and spend 50% more on purchases at these stores than men.
- Luxury Car Market: Women are fueling the growth of luxury car purchases, with brands like Porsche and BMW seeing an increase in female buyers.
- Sports & Fitness Gear: Women drive a large portion of sales in athleisure, fitness apparel, and home workout equipment—yet many brands still design products with male athletes in mind first.
These trends highlight the need for more data-driven marketing. Women’s purchasing habits are evolving, and brands that rely on outdated assumptions risk missing out on a massive opportunity. By leveraging consumer insights and adjusting their strategies to reflect these shifts, companies can build stronger connections, drive higher engagement, and ultimately gain a lasting competitive edge.
The Underrepresentation of Women in Marketing
A key reason brands continue to miss the mark may be due to a lack of female representation in marketing leadership.
The Leadership Gap
- Women make up only 37% of CMOs and 10% of CEOs in Fortune 500 companies.
- The advertising industry remains male-dominated particularly at the executive level, with creative leadership often failing to reflect the diversity of the audience they are marketing to.
- In sectors like tech and automotive, female representation in marketing leadership is even lower—despite women being a major consumer base.
Here’s what happens when women are underrepresented: marketing campaigns risk reinforcing gender biases, missing key insights about female consumers, and failing to build authentic connections.
The Business Case for Change
Studies show that companies with more diverse leadership teams see:
- 35% higher financial returns compared to their industry peers.
- More effective campaigns that resonate with a wider audience.
- Increased customer trust and brand loyalty.
Ultimately, true representation goes beyond optics—it requires marketing strategies that genuinely reflect the realities of today’s consumers.
Steps Toward More Inclusive Marketing
So, how can brands shift their approach to better connect with female consumers?
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Ditch the Stereotypes
Avoid gendered assumptions (e.g., pink packaging doesn’t make a product more appealing to women). Focus on functionality, value, and real-life applications instead of outdated tropes.
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Bring More Women Into Decision-Making Roles
Ensure that women are part of leadership teams, creative direction, and campaign strategy. Invest in initiatives that promote female leadership in marketing and advertising.
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Use Data to Drive Campaigns
Leverage consumer insights and behavioral data to understand how women actually shop. Recognize that women are not a monolithic group—intersectionality (race, age, income, interests) matters.
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Show Real Representation
Feature diverse women in campaigns—not just in terms of demographics, but also in roles, professions, and lifestyles. Move beyond performative inclusivity and focus on authentic storytelling.
Women Are the Market—It’s Time to Act Like It!
Women are not a niche audience; they drive consumer spending across nearly every industry. Brands that continue to market through a predominantly male-centric lens risk losing relevance, loyalty, and revenue.
By listening to female consumers, elevating women in leadership, and challenging outdated marketing strategies, brands can build stronger, more authentic connections, leading to better business results and more meaningful engagement.
At Spark Growth, we help brands craft data-driven marketing strategies that speak to today’s consumers. If your brand is ready to tap into the full potential of female audiences, let’s start a conversation!