Marketing: 3 trends to talk to women
March 8 is the International Women's Day. Yesterday on social media, women have exceeded 100,000 mentions1. The opportunity to note that despite all the developments, according to the TGI data of Kantar Media, European women remain at more than 80%2 as the ones responsible for purchases in most households. If brands often place them at the heart of their marketing strategies, it is not by coincidence. As "main shoppers", they are the first consumers of all new offers, from drive delivery to online purchases through seamless shopping experiences between on and offline or pop-up stores. "The digital shopping experience and innovation is for them! » says Stéphanie Bertrand, Research Manager at Kantar Media. Hence there is an urgent need to focus on their uses.
As a result of new media consumption behaviours, carried mainly by the digital and mobile, brands must rethink their way of addressing women. The challenge is to move from segmentation by age group or socio-professional category to an exchange between the brand and women through multiple common interests that they can share with male buyers! The challenge is to stop with the stereotypes, to be empathetic, to play on all levels in order to address multiple targets whose needs are increasingly linked to lifestyles or trends. Here are a few…
Digital, word of mouth
The world is digitalizing and women have caught up with men and even overtaken them! According to the TGI data of Kantar Media, the proportion of European women using the Internet is now as high as it is amongst men (+85%). 71% of women check the internet first when they need information against 30% in 2006 (an increase of 41 points!).
Even in China the same phenomenon can be seen, as women and men using the internet are also at equality (72%).
Most importantly, women are more present on social networks than men in many countries. For example in France, 76% of women use social networks vs. 72% of men.
In Great Britain, 79% of women against 68.7% of men (a 10 point difference). And 67% say they would be lost if they could no longer access the internet! Other significant figures: 42% of Spanish women use Instagram at least once a week compared to only 28% of men. 81% of US women use social networks vs. only 74.6% of men!
In short, women are over consuming social networks. They use them more and more to interact with their network, though the credit granted to the consumer experience (online comments etc.) is of great importance. Nearly one out of four women tends to be influenced by opinions or reviews written by other internet users.
Their power of prescription (or rejection of a mark) is enormous because of this, and it can be said that it weighs heavily on purchasing decisions. The generation of millennials, which relies more on the recommendations of their peers than on the discourse of brands, pushes classical typologies even more. In France, for example, 32% of women over the age of 15 are "advisers", these mega-consumers comment on products, brands, cultural content on dedicated platforms and on social networks, with a growth of almost 60% since 2012.
Made inside, made in local
Another trend of women: local preference and the "made inside". According to Kantar Media's TGI data, consumers preferring to buy products manufactured in their countries are mainly women: 55% women in France, 53% in UK, 54% in Spain, or 56% in Germany. 65% of Spanish women and 53% of French women (+ 12 points in 10 years)2 declare that they buy "made inside" products as often as possible.3 In Britain, 54% of British women prefer to book their online shopping at English sites vs. 51% of men.
Made in Spain, made in Britain, made in France, mage in Germany... At an European level, the number of women preferring to consume local products increased by 7 points in 10 years, reaching a ratio is nearly one of out every two women.
European consumers are also increasingly "locavores". Eating local is the promise of healthier products, less polluting and supporting employment close to home. The number of women who buy in stores near their homes, or prefer to listen to local radio stations has increased. Regional products have invested all shelves of supermarkets.4 "Happiness is near.” : slogan of the French distribution brand Intermarché for its latest advertising campaign. We also remember the success of the smartphone Zetta brand which was supposed to be "100% Spanish"until we learned that its products were actually made in China. Or, for its new communication campaign, the Vanni brand insists on its national manufacture through the signature "Made in Italy, for sure".5 Why this choice? "The legend" Made in Italy "frequently appears on products as an added value by claiming that a product is 100% Made in Italy. For Vanni, producing in Italy is a real promise of quality that values Italian know-how and style recognized by all.
Home sweet home, DIY
Forced gloom or external stress, the trend is also in Cocooning. Countless of television programs on interior design, the purchase of houses or apartments, renovation, etc. It must be said that social networks, various consoles and home cinemas multiply the opportunities for leisure at home, alone or together, which encourages making its housing a place of comfort in your image. The phenomenon of hygge, though Danish6, or cocooning in all its forms has become a way of life appreciated by many women.
At the same time, there is a drop in outings and entertainment out of home. Only 14.4% of women report eating frequently at restaurants (vs. 23% in 2009) and often go dancing (vs. 13% in 2009). 52% of regular consumers of gourmet restaurants are men (vs 48% women)
Then you have a whole range of "indoor" leisure activities, ranging from VR helmets to e-sport (drones racing, World Future Sports Games, etc.), including gardening, relaxation, wellness and home-based services (Fitness, etc.) or video games in the broad sense. For example, according to the TGI Europa data of Kantar Media, 55% of people who say they enjoy doing gardening are women.
As a result of a decreasing purchasing power, today's emergence also tends to move towards the "do it yourself" and creative leisure (home decor, sewing, DIY, making objects ...). The documentaries series “Do it yourself ’’, broadcasted on Arte, plunges us into this universe via a multitude of themes. Home cooking also returns. According to the TGI Europa data of Kantar Media, 51% of women say they love cooking. People interested by cooking are mainly women (61%). French women are the most attracted by « homemade » meals, then the English (54%) and the German (46%) women. Numerous applications highlight this trend: Comuneat, Platmaison, Keplat, Yuma which enables to order a meal "homemade" by local chefs or Vizeat which presents itself as an Airbnb.
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 Kantar Media cross-media data
 Universe: 21,520 women 18-60 years old / France, Spain, UK, Germany
 Universe: 21,520 women 18-60 years old / France, Spain, UK, Germany