How To Advertise To Women

5 Things to Consider When Advertising to Women

‍

Sexism still exists in media, marketing, and advertising. Some people are quick to call it out, others may not notice it, and many have simply become used to it. Unfortunately, gender inequality in media is still reflected in alarming statistics.

Historically, women have been placed into stereotypical roles due to unconscious gender biases. These assumptions influence how society views their responsibilities. Even today, terms like “housewife” are still used in marketing—something that needs to change.

“Only 1 in 10 ads feature a woman.”
— Marketing Week (2021)

Sexism in advertising shows up in two major ways: women are underrepresented, and female-targeted products are often priced higher than male equivalents.

You’ve likely heard of the pink tax, and despite efforts to eliminate it, it’s still legal in many places to charge more for products marketed to women.

Even gender-neutral products are often unnecessarily filtered by gender, which contributes to a biased and exclusionary narrative—alienating over half of the consumer base.

“In the USA, 22 states introduced bills to repeal the tampon tax, but none went into law.”

Another issue is the age gap in advertising. Older women are rarely represented, while younger women dominate most campaigns.

‍

‍

The Next Generation Won’t Tolerate It

One thing is clear: the next generation of women will not accept discrimination. Brands that fail to adapt risk being called out online and losing credibility.

“Young women are consuming 10,000 messages a day from brands.”
— New York Times (2021)

Society is demanding more from brands—more authenticity, more inclusivity, and smarter campaigns. If you’re not already reviewing your messaging, now is the time.

My Bright Digital’s Top 5 Tips for Advertising to Women

‍

1. Be Kind

Women don’t need your brand to empower them—they’re already thriving. Instead, focus on doing good. Support meaningful causes and demonstrate your brand’s compassion. With women making up three-quarters of consumer purchases, doing good can also be good for business.

Explore our blog: What is fempowerment and why is it toxic for women?

2. Be Open

Avoid direct, assumptive language. Phrases like “You need this” or “Must have” are outdated. Instead, use inclusive and inviting language:

Avoid:

• “You can’t live without”
• “Get the look”

Use:

• “Join us”
• “Discover more”
• “Explore the possibilities”

‍

3. Be Honest

Honesty builds trust. If your brand makes a mistake, own it and show how you’ll improve. Avoid unrealistic beauty standards and misleading claims. Instead, showcase real people, real outcomes, and authentic messaging.

Greenwashing—using vague eco-friendly claims—is also misleading. Be transparent about your sustainability efforts.

‍

4. Be Helpful

Women today are solving global problems and managing busy lives. Help them do that. Offer solutions that save time, reduce waste, and simplify life. This approach not only supports your audience but also boosts your bottom line.

‍

5. Be Diverse

Representation matters. Use inclusive imagery that reflects real women across different sizes, races, identities, abilities, and ages.

Avoid clichés like:

• Women cleaning or cooking while men look pleased
• Thin models in underwear
• Women with babies looking overly joyful

Instead:
Use our Free Inclusive Women Image Library to inspire your campaigns.

Download your free inclusive image library here.

Work With Us

Liked this article? You might like working with us too.
My Bright Digital is a boutique digital marketing agency committed to inclusive, ROI-driven campaigns. We offer consultancy and campaign support to brands that want to do better.

Contact Alex today.

‍