Brands should highlight durability and performance while marketing to affluent women

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 18, 2019, 6:53 AM UTC

Wealthy women tend to favour reliability over opulence.

Marketing to affluent women, with incomes above $250,000, requires nuance that reflects their unique beliefs and outlook. Brands should portray an accurate representation of these women in their ads and focus on the quality and excellence of their product to reach out to them.

This piece says that men are 62% likely to be portrayed as leaders, while only one in four women are shown with an occupation. Women are also 48% more likely to be shown in the kitchen in adverts, perpetuating further stereotypes.

These stereotypes affect the bottom-line as a study by Unilever found that greater gender representation increased the purchasing intent among customers by 18%. Brands can win the trust of affluent women by focusing on high-quality, reliable products which are competitively priced.

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