Let’s talk about the money, honey.

The industry loves to tout its inclusivity. Banks, fintechs, wealth platforms—they all say the right things. They publish stats about the growing influence of female investors. They nod toward “empowering women.”

And yet—when it comes time to craft the campaign, shape the product, or build the brand—it still feels like they’re talking to men.

Why? Because somewhere deep in the brand DNA is the assumption that credibility, sophistication, and cool live on the male side of the spectrum. That if you want to signal power, you default to a voice he’ll recognize. And hopefully she’ll catch on.

It’s not just outdated. It’s lazy. And expensive.

Women are not a niche market. They’re the market. They control more than half of personal wealth in the U.S. and are accumulating it faster than men. They’re starting businesses at record rates. And they’re tired of being spoken to like they need hand-holding—or worse, like they’re not even in the room.

Many women report feeling ignored in meetings with financial advisors (the vast majority of whom are men)—especially when their partner is in the room. Advisors speak to the husband. Make eye contact with the husband. Explain the strategy to the husband. A couple of bros talking numbers regardless or whether or not the husband actually even understands the conversation himself.

So when divorce or death puts her in charge, she does what anyone would do: she leaves.

The $30 Trillion Opportunity

We’re on the cusp of the biggest wealth transfer in history. By 2030, women are projected to control over $30 trillion in financial assets—nearly a third of all wealth in the U.S. By 2048, they will have inherited $54 trillion from their spouses, never mind their parents, and not to mention what they've been building on their own. Financial services firms know this. They’re scrambling to catch up. Hosting panels. Launching female-forward products. Refreshing brand language.

But most of it misses the mark. Because the issue isn’t a lack of attention—it’s a lack of understanding.

How do you speak to a woman who’s poised to inherit, invest, and reshape the future of wealth—without sounding like you just discovered her yesterday?

That’s the real question.

Where the Disconnect Happens

Marketing to women often gets treated like a side quest. Something you sprinkle in after the big brand idea is baked. A color palette. A voiceover. An initiative that checks a box.

But women don’t need a nod. They need a message that speaks to them directly, without condescension or cliché.

The disconnect usually isn’t malicious. It’s structural. It’s creative teams that skew male. It’s briefs written in abstractions. It’s risk-averse approvals that sand off anything sharp.

Most brands don’t fail because they’re ignoring women. They fail because they’re trying to include women without challenging their defaults.

Some of the most common traps:

• Speaking broadly instead of deeply. “Women 25–54” isn’t an insight—it’s a census category. 

• Tiptoeing around clarity. In financial services, this often shows up as vague encouragements to "take control of your future" or "start the conversation"—phrases that sound empowering but rarely say anything specific. These noncommittal statements might feel safer, easier, but they often dilute the message and erode trust. If the message is generic, will the financial plan be, too?

• Defaulting to archetypes. Not every woman sees herself solely through the lens of family life, even if she's a mother. She might be a business executive, a solo entrepreneur, a high-net-worth investor, or someone starting over after divorce. And by the way, she might be any combination of those things. Women are not a monolith, and they contain multitudes. It’s time to ditch these tired stereotypes.

• Sucking out the joy. For me, this is a big one. Too many campaigns aimed at women are earnest to the point of exhaustion. Where’s the wit? The fun? The spark? If you want her attention, you'll have to earn it.

What Actually Works

After years of working with brands across industries, we’ve found there’s no one formula. But there are some non-negotiables:

• Lead with truth, not tropes.

• Speak with clarity and intelligence.

• Don’t just mirror her life—reveal something about it. This is the deep work that goes beyond demographics.

• Have the confidence to say something real, even if it ruffles a few feathers. Specificity builds trust. Vagueness doesn’t suggest competence—it just sounds like you're hedging. If you want your message to matter, it has to mean something.

Marketing to women is a specialty. It’s the foundation of our work at Fancy—and the reason brands come to us when they’re ready to go beyond the generic. Because getting it right takes more than good intentions. It takes experience, nuance, and a willingness to challenge the defaults. It’s not a lane. It’s a lens. And when you treat it as central instead of optional, everything sharpens.

Here’s how we approach financial services.

So, Where Do You Start?

If you’re in financial services, ask yourself: does our messaging assume women need hand-holding? Are we selling security while ignoring ambition? Are we using language that assumes she’s playing catch-up, when in reality, she might be the household CFO?

These are the kinds of questions that move you from generic to resonant. From "for everyone" to "actually for her."

This Isn’t About Perfection

If you're trying to market to women in a more authentic way and struggling, you're not alone. Even brands with the best intentions hit roadblocks. But the answer isn't more tweaks. It's a total shift in posture: from cautious to courageous, from generic to specific, from performative to personal.

The brands that win her trust won't be the ones that get the tone just right. They'll be the ones that finally say something worth hearing.

Why Sexual Wellness Marketing Fails Women Over 40

Women between 40 and 60 aren’t slowing down; instead, they’re waking up. They’re stepping into their power, letting go of preconceived notions of what middle age should be (or could be!), and yes, ohh yes!, reclaiming their pleasure. So why does the sexual wellness industry still talk to them like they’re broken (if they talk to them at all)?

These women have money, and after years of focusing on everyone else, they are now investing in themselves. Women over 50 control more than $15 trillion in global spending and contribute $22 billion annually to the U.S. health and wellness category alone. Yet when it comes to sexual wellness for women over 40, and especially sexual pleasure, they remain drastically underrepresented—visually, verbally, and emotionally.

Most of the brands speaking to this demographic focus on fixing problems. Vaginal dryness. Pelvic tone. Hormonal shifts. And sure, those are real needs. But when every product aimed at women 40+ is about soothing or solving, it sends a clear message: You’ve moved beyond desire, past pleasure. Now you're just trying to stay functional and stop the slippery slide downhill.

The truth? Women in midlife are having some of the best sex of their lives—because they finally know what they like, they’re done faking it, and they’ve stopped caring about the performance and started caring about the experience. Maybe they’re in relationships that feel safer, or maybe they’ve finally learned to speak up for what they want. There’s no more worrying about getting pregnant or tiptoeing around someone else's ego. The kids are older (or gone), the self-consciousness has eased, and the BS filter is fully in place. Women want toys, not just treatments. Joy, not just lubrication. But too many brands are still stuck in a fear-based loop of “Let’s not freak anyone out” when it comes to showing older women in sexy, fun, exploratory contexts.

The Age Gap in Sexual Wellness Branding

Most sexual wellness products for midlife women are still positioned as "fixers": they treat dryness, tone, and pain. The tone is clinical, medical, or whisper-soft, not joyful, sexy, or fun. Even "inclusive" brands that do a great job of representing gender or racial diversity stop short when it comes to age. There are plenty of hands, plenty of minimalist packaging shots, but rarely do we see any acknowledgment of a 50-year-old woman embracing that part of her life.

It’s not just a visual gap. It’s emotional. Without seeing someone who looks like you, many women feel like these products aren’t for them. Women miss out on products that could benefit them in a multitude of ways, and the brands miss out on a huge population of consumers who could benefit their bottom line.

What Midlife Women Actually Want from Pleasure Products

If you're a woman 40+, there’s very little in this space that speaks to your joy. Your curiosity. Your intimacy as discovery rather than decline. Women 40–60 want design-forward toys, yes. But they also want to see themselves reflected. And I don't just mean their needs, I mean their desires.

They want to feel:

• Seen: in visuals that represent their real bodies, wrinkles and all.

• Spoken to: with copy that’s bold, smart, sexy and not dipped in euphemism.

• Supported: by products that are easy to use but still make them feel desirable.

• Celebrated: not just tolerated.

Why Serving Women 40–60 Is the Biggest Missed Opportunity in Sexual Wellness

Midlife women control massive wellness spending and are often just hitting their sexual stride. They want tools that support their pleasure now.

To be clear, it's not about developing a whole new brand just for aging women. No one wants to have “old lady sex” with “old lady products.” No one wants solutions that feel like compromises. Women want sex to feel like a natural, continuous part of life, throughout life. The brands that truly understand this will design not just for a stage of life, but for the full arc of it—because pleasure isn’t something we age out of.

The brand that combines beautiful product design with joyful storytelling and real representation will win the hearts, wallets, and loyalty of midlife women everywhere.

The Problem With Shallow Research

Audience research often stops at surface-level demographics. Brands ask how old she is, what she earns, what she buys, and where she shops. They may ask about symptoms, frequency, product (dis)satisfaction. But they rarely ask what she believes, fears, or fights for. The result? Campaigns built on assumptions and averages, not insight.

Too often, research defaults to what’s measurable: ad recall, purchase intent, NPS scores. These metrics have value, but they don’t tell you what keeps her up at night or what she wishes someone would finally say out loud.

Focus groups get stacked with the same predictable respondents. Surveys ask questions that lead to safe, predictable, quantifiable answers. And internal teams interpret the data through their own biases—consciously or not.

This kind of research doesn’t just miss the mark. It creates marketing that feels out of touch, even when it’s technically accurate. And often, without the right partners or audience experts in the room, it's hard to even realize something’s missing.

Emotional Intelligence Is a Marketing Superpower

You can have the right product, the right data, even a beautifully produced ($$$) campaign—but if you don’t understand how she wants to feel, she won't understand how your product will make her life better, and your message won’t land.

Too many campaigns focus on delivering facts when what she really wants is to feel heard. Or safe. Or validated. Or powerful. Emotional intelligence in marketing means knowing the difference between what a woman needs from your product and what she needs from your brand.

Trust, relief, control, confidence, community—these are the currencies that matter. Not because they’re warm and fuzzy, but because they drive action. Because when she feels emotionally aligned with a brand, she’s more likely to try it, buy it, and stick with it.

Empathy is everything.

Representation Isn’t Resonance.

It’s tempting to believe that showing a diverse range of faces (or sizes or abilities) in your campaign is enough to signal inclusivity. But true resonance takes more than casting. Women can see themselves in the visuals and still feel completely unseen by the message.

Because resonance is about relevance. It’s about whether the language, tone, context, and insight actually reflect her lived experience. If you show a woman of color smiling in your ad but ignore the cultural, emotional, or societal nuances she deals with, it’s just optics.

Representation without substance rings hollow. She sees herself, but she doesn't feel seen. A face, a product, and a logo aren’t enough to create connection—they’re more like a polite announcement: “This product is for humans—maybe even humans who look like you.” But without context, without narrative, without any hint of why or how, that announcement falls flat.

Ask Better Questions; Get Better Answers.

Real understanding starts when we ask deeper, more revealing questions that move beyond what’s easy to quantify.

Demographics and avatars are useful, but they don’t replace direct engagement. If you want to create messaging that truly resonates, you need to approach her experiences with genuine curiosity and a willingness to uncover what traditional metrics might overlook or oversimplify.

Start by asking better questions—not just about her behaviors, but about how she feels and who she is:

• What does she hide?

• What is she proud of but rarely hears reflected?

• What is she sick of pretending about?

Then go further. Build advisory panels made up of real customers, not idealized personas. Invite her to test language, weigh in on visuals, and challenge your assumptions. Create feedback loops that honor her lived experience.

Use storytelling, not just casting, to connect. Shed light on her fears, her humor, her joy.

Understanding the nuances surrounding taboo, shame, and pride isn’t just a cultural responsibility; it’s a marketing advantage. It’s how you move beyond representation and into relevance.

When you invite her in, you don’t just speak to her—you speak with her.

The Personal is Powerful.

When you know what shapes her reality—not just her spending habits, but her values, her frustrations, her hopes—you stop guessing. You start building work that speaks to her, not just about her.

This isn’t about checking a box. It’s about building trust. Earning attention. Creating relevance. Because when you truly know her, you don’t just capture her interest—you earn her loyalty.

From health to money to aging, silence surrounds the most important parts of being a woman. Let’s talk about who it’s serving. And who it’s hurting.

Why is so much of a woman’s life still considered taboo? It’s 2025, and yet we still whisper about the very things that define our lives: our health, our money, our minds, our aging bodies. Yeah, we’ve made progress. But when you look closely, you’ll see that the silence is still deafening.

We know how to talk about empowerment. But we’re still afraid to talk about menopause. Or miscarriage. Or the crushing weight of caregiving. Or the shame that surrounds women who are sick, broke, angry, grieving, or simply getting older.

A taboo isn’t just about what we don’t say...it’s about what we’ve been trained to carry alone. The result? A culture where women are isolated in their most human experiences. And a marketplace that too often ignores, censors, or sugarcoats our reality.

And we've had enough.

Why? Because silence keeps power in the hands of those who benefit most from the status quo: patriarchal systems, profit-driven industries, and cultural gatekeepers who benefit when women are quiet, agreeable, and easier to sell to through insecurity rather than connection. When women speak openly about what they've been told to hide, whether it's the realities of their bodies, their finances, their mental health, or their mortality, it disrupts the carefully curated illusion that everything is fine.

Talking about taboos challenges these systems. It calls out injustices, demands better solutions, and reclaims agency. It forces the people in power to confront truths they’d rather keep invisible. And that’s exactly why so many of these conversations have been labeled "too much," "too messy," or "not appropriate."

But women aren’t staying quiet anymore.

And even those of us who think we’re being honest and pride ourselves on being open, real, and unfiltered still find ourselves covering up parts of our lives. We downplay our pain. We gloss over our bank accounts. We joke about aging instead of owning it. And when we hide enough of ourselves for long enough, especially in front of others, we start to hide it from ourselves too.

What Is a Taboo, Really?

A taboo is deeper than what’s considered rude at the dinner table. It's a form of social control. A taboo marks something as unspeakable, inappropriate, or shameful, even when it’s entirely human. And once something gets labeled a taboo, it becomes easier to ignore, stigmatize, and perhaps most dangerous, suppress.

We learn taboos early. Sometimes explicitly: "It's not polite to talk about money." Sometimes indirectly: through the absence of conversation about fertility, or the way social platforms restrict information about our bodies and the way they work. These silences shape our understanding of what’s safe to express and what’s better kept hidden.

And women bear the brunt of that. Because so many of the things that happen to us biologically, socially, and emotionally don’t align with what society has historically wanted women to be: neat, pleasant, manageable. The reframing of something normal as taboo shows up where our realities make people uncomfortable, and it sticks because breaking them often comes at a cost.

That cost might be professional (maybe you're seen as less competent or more difficult), social (people thinking you're too emotional), or even physical (like when speaking up leads to misdiagnosis, withheld treatment, retaliation in the workplace, or withdrawal of critical support from family or institutions). So we learn to self-silence. To stay in bounds. To protect ourselves by avoiding the truth.

The Everyday Taboos Women Live With

One thing I've noticed in the past 13 years at Fancy is that the more you start to really examine women's lives, the more you really realize how deeply embedded taboos are.  How they influence the way we speak (or don’t speak) about our bodies, our bank accounts, our feelings, and our futures. Some are loud and obvious. Others are so normalized we barely recognize them as taboos at all.

Take health, for example. We often assume the taboos here begin and end with reproductive health, but they reach much further—into everything from chronic pain to autoimmune disease to mental illness. If a condition challenges the image of women as reliable, energetic, or "low maintenance," it becomes something we’re expected to keep quiet. Miscarriage, perimenopause, and infertility are just the beginning. We endure so much in private because speaking out often brings judgment or pity instead of support.

Forget aging. Once a woman turns 40, it’s like she starts to disappear. Unless, of course, she’s “aging well,” in which case she gets held up as an exception, not the rule.

And money, it turns out, doesn't actually talk. Or rather, we can't really seem to talk about it. Many of us were taught it’s tacky to discuss salaries with our friends, or we're embarrassed to admit to financial struggle. That conditioning runs deep. It keeps women from negotiating, from asking questions, from planning futures they actually own.

Even death and grief aren’t exempt. They often become taboo not because they’re rare or shameful, but because we assume they’ll make others uncomfortable. And discomfort, whether ours or theirs, keeps us from saying the things that most need to be said. We avoid talking to a friend who’s lost a child. We don’t ask the questions we really want to ask someone who is dying. We skip the hard conversations because we’re afraid of saying the wrong thing, or of facing something too big to fix. But silence doesn’t protect us, it distances us. And it robs everyone of a chance to be present at the exact moment when connection matters most.

Taboos are everywhere in our everyday reality, and what makes them so powerful is that they rarely get questioned. When we don’t challenge them, we can't help but begin to believe them.

Who Benefits From the Silence?

Taboos don’t just appear and linger by accident—they’re useful to someone. When women are quiet about what they’re experiencing, someone else stays in control.

Healthcare systems don’t have to fix what’s broken when women stay silent about their concerns being dismissed. Beauty and wellness brands profit when women feel their natural bodies are problems to be fixed. Employers benefit when women don’t talk openly about salaries, making it easier to perpetuate wage gaps and avoid accountability.

Entire industries thrive on women second-guessing themselves.

And then there are the media platforms and policies that claim to protect “community standards” while consistently censoring ads and content related to women's sexual health, while those for erectile dysfunction sail right through.

What All This Silence Does to Women

When we can't say what's true about our health, money, personal pain, etc., it makes those things harder to bear. Taboos isolate us. They make us think we’re the only ones going through something that’s actually super common. And it's that loneliness that cracks the door open to shame. So you don’t ask for help. You don’t share what you’ve learned. You just try to deal with it quietly and move on.

But silence doesn’t just hurt individuals. It slows everything down. If women aren’t talking about their symptoms, things don’t get diagnosed. And when they don't get diagnosed, investors don't think they're a big enough problem, and they don't get funded. If we’re not talking about money, inequity goes unchecked. If we’re not talking about aging, or rage, or mental health, we’re left to navigate it in isolation—and so are the women coming up behind us.

And let’s be real: the impact isn’t evenly distributed. Taboos land harder on women whose lived experiences don’t match society’s narrow comfort zone: Black women, disabled women, trans women, fat women. The further you are from what’s considered "acceptable," the more likely you are to be asked (explicitly or not) to hide your reality altogether.

Taboos might start as whispers. But left unchallenged, they become barriers.

How Brands Can Help Break the Silence.

If your brand operates in a stigmatized category like femtech, sexual wellness, incontinence, menopause, or mental health, you’re already in the arena. But how you show up matters. Don’t tiptoe around what you offer. Speak directly, honestly, and without shame. Normalize your product by anchoring it in real women’s lives, using language and visuals that reflect clarity and confidence. Your brand has the opportunity, and you've heard me say it before, the responsibility, to push the conversation forward. Own the taboo, don’t dance around it.

Let’s be honest, if you’re in this space, you already know the risks. But you also know the upside. When you say what others won’t, people pay attention. Women pay attention. You stop being just another product on a shelf and start becoming a brand that actually stands for something. That’s rare. That’s valuable.

A lot of emerging brands are already doing this—and doing it well. But without the budgets, influence, or distribution power of legacy players, it’s hard to move culture at scale. That’s why we need the brands that think they have the most to lose by rocking the boat to proudly step up and lead the change. They’re the ones with the power to shift the default, to normalize what’s long been silenced, and to prove that doing the right thing can also be good business.

And Women...Stay Loud.

We’ve seen what happens when women stay silent. And we’ve seen what happens when they finally speak up.

The more we say the things we weren’t supposed to say, the more we give other women permission to do the same. And when brands boldly join that conversation, they don’t just stay relevant, they help reshape the culture that got us here in the first place.

This isn’t about being edgy. It’s about being honest. And we could use a lot more of that.

Women have plenty to be pissed off about right now without your brand being one of them. Let’s be honest: marketing to women shouldn’t be this hard. And yet, the missteps keep happening—tone-deaf messaging, outdated stereotypes, campaigns (or space flights!) that try to be empowering but land as patronizing. It’s 2025, and still, the default approach to reaching women often feels like it was built in a boardroom without a single woman in it.

Whether you’re a legacy brand trying to stay relevant or a challenger brand trying to break through, here’s the truth: women notice. They notice when you get it right. And they really notice when you don’t.

So how do you market to women without pissing them off? Start here.

1. Stop Stereotyping and Start Segmenting

If your campaign strategy still puts “women 18–49” into a single, monolithic group, you’re already in trouble.

Women aren’t one-dimensional. A 27-year-old single woman in Atlanta isn’t the same as a 47-year-old mother of two in Minneapolis. And yet too many brands still rely on outdated assumptions about what women want—usually based on a narrow, heteronormative, youthful ideal.

The fix:
Get specific. Not just with demographics, but with psychographics. Go beyond “busy moms” and start thinking in terms of values, attitudes, and lived experiences. Understand the emotional and cultural context your brand is operating in. And for the love of everything, test your assumptions before you launch—with real women from your target audience. Run message testing groups, A/B test your creative, and gather qualitative feedback to understand how your campaign actually lands. If something feels off to your testers, assume it’ll be worse once it goes public. And yes, this can be done on a budget: use your existing social channels to run polls, invite feedback from your email list, or partner with micro-influencers to beta-test content. Even a short Google Form sent to a niche community can offer surprising insights. Better yet, create an advisory panel of real customers—a diverse group you can regularly check in with for feedback. Not only is this cost-effective, but it builds affinity and creates a sense of shared ownership. Women love to feel like they're co-creating the brands they support. It's a smart move that fosters long-term loyalty and keeps your messaging grounded in real-world experience.

2. Speak With Her, Not to Her

The tone you use matters just as much as the message. Brands often swing too far in one direction—either overly clinical and dry, or dripping in faux-sisterhood slogans that feel like a forced girls' night complete with glitter fonts and platitudes that don’t reflect real life.

The fix:
Speak human. Be clear, confident, and respectful. Ditch the euphemisms (no more "down there" unless you're marketing elevators), and don’t default to cutesy. A good rule: if it wouldn’t fly in a conversation with a smart, funny woman you know and respect, it shouldn’t be in your copy.

3. Address the Taboos Head-On

From menopause to money to masturbation, the topics that make traditional marketers squirm are the very places where real connection can happen. Avoiding taboo topics doesn’t make your brand safe—it makes it invisible.

The fix:
If you’re a brand in a taboo space—sexual wellness, incontinence, periods, mental health—own it. Be bold. Be specific. Don’t tiptoe around what you do or why it matters. That kind of clarity builds credibility fast, especially in stigmatized spaces where customers are desperate for honesty.

But even if your brand isn’t in a so-called “taboo” category, that doesn’t mean you should steer clear. Women don’t compartmentalize their lives the way marketers often do. A beauty, food, or fitness brand that acknowledges the realities of midlife, perimenopause, or sex drive is seen as more human, more in-touch—and more trustworthy. You don’t have to manufacture controversy, but you do have to speak to your audience’s actual lives.

4. Ditch the Empowerment Façade

Women are over it. The over-the-top "You Go Girl" campaigns packed with sparkles and hollow slogans that sell empowerment like it’s a product have worn thin. If your brand is shouting girlboss slogans while quietly reinforcing the same old power dynamics—something the consumer might not be actively tracking, but can sense through lack of authenticity or inconsistent messaging—she can sense it.

The fix:
Show, don’t tell. Support real equity—in your hiring practices, your supply chain, your influencer partnerships. Partner with organizations that matter. Tell authentic stories. Empowerment doesn’t need a tagline; it needs action.

5. Understand That Trust Is Earned, Not Bought

Today's female consumer is more informed and more skeptical than ever. She's done the research. She's read the reviews. She's checked to see if your values align with hers. She’s not interested in being "sold to" by a brand that only sees her as a conversion metric.

The fix:
Transparency wins. Be clear about what you stand for. Be consistent. You can’t be for everyone—and that’s not only okay, it’s smart. The more you commit to who you are, the more your real fans will show up for you, support you, and advocate for you. That kind of loyalty doesn’t come from trying to please the masses—it comes from standing for something specific and doing it well. And when you mess up, own your mistakes. That reinforces your realness.

Legacy Brands, Listen Up

You may have history, but you don’t have immunity. Women are questioning brand loyalty more than ever. If your brand hasn’t evolved in how it speaks to women, you risk becoming irrelevant—or worse, offensive.

The fix:
Audit your past. See what still holds up and what needs to go. Get input from women across demographics, psychographics, and life experiences. Then act. It’s tempting to refresh a campaign with a softer tone or more inclusive imagery and call it a rebrand—but that’s not enough. A true rebrand requires a deeper shift: reexamining your values, updating your voice, and committing to real relevance in women’s lives today.

The good news? Legacy brands have something powerful: scale and visibility. You already have the platform—now you can use it to lead. Instead of following trends, set them. Instead of clinging to what worked a decade ago, evolve in a way that shows your audience you’ve been listening. Women don’t need perfection—they need progress and sincerity. And when a well-known brand gets it right, the ripple effect is enormous.

And Challenger Brands? Don’t Get Cocky

Yes, you have agility and voice. But being a challenger doesn’t mean you’re immune to mistakes. In fact, your audience often holds you to a higher standard. Why? Because when you position yourself as bold, inclusive, or values-driven, you're inviting scrutiny. Women will expect your actions to match your message—and they should.

The fix:
Do the internal work. Make sure your external messaging matches your internal culture. If you say you’re feminist, is your leadership team reflective of that? If you celebrate body positivity, is it reflected in your casting, your partnerships, your sizing? Consumers may not know the inner workings of your brand, but they can sense inconsistency.

Be consistent and commit to your platform. You can’t walk back what you say you stand for when it feels hard. If that happens, then you never really stood for it at all. Integrity is magnetic—and when you stay rooted in your values, even under pressure, you earn not just attention but true loyalty.

Have a plan for growth that includes evolving your voice, not diluting it. Don’t be afraid to take a stand—but know that the stand you take needs to be backed by consistent behavior, especially as you scale. A values-led brand isn’t a trend; it’s a long-term commitment.

The Bottom Line

Marketing to women isn’t about painting everything pink, tossing in a hashtag, or hiring a female spokesperson. It’s about listening, respecting, and responding to the complexity of real women’s lives.

If you can do that—with creativity, clarity, and a little courage—you won’t just avoid pissing women off.

You’ll earn their business. And their trust.

If you're a brand ready to go beyond the basics and actually connect with women in ways that are bold, smart, and stigma-free, Fancy is here for you.

When it comes to clothes, we all know the drill: "one size fits all" never really fits anyone. Sure, the tag might promise simplicity, but what it actually delivers is compromise. And a poor fit for everyone. The sleeves are too long, the waist too loose, the hemline awkward. So what do we do? We make it work. We wear a belt. We tie it differently. We roll the cuffs, push up the sleeves, or layer it with something else. It’s not perfect, but it’s convenient for the manufacturer, so it’s up to us to adapt.

The same thing happens with advertising. A one-size-fits-all approach demands that women adapt their unique experiences into the confines of a shallow, outdated stereotype—a stereotype that’s so basic and superficial, it’s really no one’s life at all.

It’s time to stop asking women to roll the cuffs of a message that doesn’t fit them. It’s time for brands to start tailoring their advertising to the lived realities of their audience. But to do that, they need to understand why they keep falling back on the one-size approach—and why it’s not working.

Why One-Size Advertising Persists

Stereotypes are easier

Let’s face it: building authentic, nuanced campaigns is hard work. Stereotypes are easy—sitting right there, prepackaged, ready to use. They are the junk food of advertising—cheap, convenient, and incapable of nourishing deep connections. But here’s the thing: cutting corners on research and avoiding the complexities of real life doesn’t save time; it wastes it. Because lazy work doesn’t resonate. It doesn’t connect. And it sure doesn’t inspire action.

Familiarity feels safer

In a world where risk feels like a four-letter word, brands cling to familiarity like a life raft. They lean on tropes that have been recycled for decades because those tropes feel safe. But here’s the problem with safety: it’s boring. It’s forgettable. It doesn’t inspire. And it sure doesn’t move the needle.

Fear of alienating audiences

That obsession with safety is also rooted in fear—fear of offending, fear of polarization, fear of taking a stand. Brands worry that being too specific will alienate a portion of their audience, so they water everything down, distilling their messaging to something so generic it’s practically flavorless. But here’s the irony: in trying to resonate with everyone, they end up motivating no one.

How to Fix One-Size Advertising

If brands want to stop forcing women to "make it work," they need to shift their approach. Here are three ways to start:

1. Start with real stories

The best campaigns are rooted in real experiences. Invest in listening to your audience—not just through surveys or focus groups, but by immersing yourself in their world. Understand their daily challenges, joys, and aspirations. Real stories don’t just inspire great creative work; they create emotional resonance that can’t be faked.

2. Be fearlessly specific

Brands often worry that specificity will alienate some consumers. The truth? The more you speak to someone’s reality, the more they’ll trust you. Whether it’s addressing taboo topics, celebrating underrepresented groups, or highlighting unexpected facets of your audience’s lives, specificity builds loyalty. When your work feels personal, your audience will know it’s authentic.

3. Collaborate with the right partners

No one can master every nuance of their audience’s lives alone. Working with partners who specialize in connecting with women can help ensure your campaigns resonate deeply. Look for those who excel at turning raw insights into campaigns that are bold, thoughtful, and unforgettable.

4. Challenge the status quo

Break away from tired tropes and generic approaches. Women are multifaceted, and your campaigns should reflect that. The brands that stand out are those willing to challenge stereotypes, tell bold stories, and take creative risks that feel fresh and relevant.

5. Commit to listening and learning

Tailored advertising is an ongoing process, not a one-time project. Build systems to consistently gather and analyze feedback from your audience so your messages stay relevant and resonant. Treat every campaign as an opportunity to learn and grow. The brands that succeed are those that evolve alongside their audience.

Stop asking women to bend themselves to fit your message. When you truly understand who your customer is, how she lives, and what she wants, you can create messages that feel tailor-made for her life—not some generic idea of it. The best campaigns don’t just check boxes or follow trends; they connect on a human level. They resonate, they inspire, and they build trust. This is how brands stop being forgettable and start being indispensable. Tailored advertising isn’t just better for your audience—it’s better for your business.

I recently had a conversation with someone at one of the big beauty brands. We were talking about the importance of getting it right when it comes to reaching women over 40. He told me, quite candidly, that they don’t need to actually advertise to women over 40 because they’re already buying the products even without being targeted. In fact, for this brand, they were the prime purchasers! This person felt they couldn’t go to their upper management and push for change when the company's POV was that they didn’t need to.

⚡️Newsflash⚡️: This is exactly why you need to advertise to this market.

What do I mean by this? It’s a lot less work (and less money) to keep a customer loyal and coming back than it is to seduce a new one.

Here are several more good reasons to continue advertising to women over 40, even if they're already loyal to your product:

1. Protect Your Turf:

   As financial service advertising constantly reminds us, “Past performance is no guarantee of future success.” Your current wins with this demographic don't guarantee long-term love. Advertising to these women keeps your brand at the forefront, fending off competitors eager to steal customers and market share.

2. Own the Innovation Narrative:

   Loyal customers may love your hero product, but are they aware of all your exciting new innovations? Targeted advertising is your megaphone, ensuring they're the first to know about what’s new and next for your brand.

3. Unlock Hidden Revenue Streams:

   Don't just settle for customer loyalty, turn it into bigger profits. Strategic advertising nudges them towards higher-tier options, bundles, and increased purchase frequency.

4. Ignite the Power of Influence:

   Women talk. They are the OG influencers and your most potent marketing weapon. Consistent advertising keeps your brand fresh in their minds, fueling organic recommendations and extending your reach.

5. Build Brand Belonging:

   Relationships are everything. Smart marketing doesn't just push products; it builds bonds. Advertising that resonates with this audience creates a sense of belonging, turning customers into lifelong ambassadors.

The Bottom Line: Women over 40 can help you grow your brand and your revenue. But you need to connect. You need to include her. And you need to do it in interesting, relevant, motivating ways.

Are you ready? We are.

Pretending there's an alternative to aging is getting old.

For 3.5 billion years, life on Earth has been aging. Time keeps marching on, and so do we. Whether we’re humans, trees, horses, or plankton, getting older is a part of existence.

For as long as anyone can remember, women have been told to fight aging. Hide it. Stop it at any cost.

This pressure is so powerful that entire industries have been built around the idea of defying age. Beauty companies thrive on it. Fashion labels have subtly whispered, “You’re welcome… as long as you don’t look over thirty.” And let’s not forget the many brands that have quietly stopped seeing us at all after forty—not you, though, pharma. You'll always be there when you see a profit in our pain.

But lately, something feels different.

There’s a growing celebration of age, one that connects it to progress. An appreciation that we wouldn’t be who we are without the experiences that only time can bring—the good, the bad, the hilarious, the heartbreaking, the cringe-worthy, and the extraordinary. Each of these moments has led us here, shaping our ambition, empathy, resilience, and the wonderfully low tolerance we have now for the nonsense that demands we be anything less than fully ourselves.

Women are looking up to older women.

When I posted on LinkedIn about how offering young women and girls role models in their 40s, 50s, 60s, and beyond helps them see aging not as something to fear but as something to embrace, it was one of my most celebrated posts ever. Women are embracing their age with pride, and that sets an example for all generations—an example that says: Don't hide your age. Don’t shrink yourself. Instead, highlight who you are, celebrate what you look like, and own where you are and where you want to go.

At Fancy we did exactly this with our campaign for Hair Biology, a haircare brand designed to meet the changing biological needs of our hair as we age. The women in the ad? Real women who are badass, unapologetic, and thriving. They celebrated themselves and their hair without hesitation—without hiding.

When we surveyed nearly 500 women over 40, 80% said they felt younger, cooler, or sexier than they expected to when they were younger. This tells us one thing: society sold them a lie about growing older. And now, they get to rewrite the narrative. They get to be the role models they never had.

The way we portray aging is up to us.

At Fancy, we always say that as advertisers and marketers, we have a choice. We can reinforce stereotypes, keep repeating what’s been done, or we can use our influence to push culture forward. Not just reflecting what’s out there but projecting a new vision of what’s possible.

Now is the time to honor the beauty and power of aging. To shine a light on life beyond forty. To show that even well beyond middle age, women are still incredible—still full of vitality and ambition.

Fancy is here for it. Are you?

We’ve all heard it before: “Leave politics at the door.”

But at Fancy, we’re flinging that door wide open. Fancy was founded to do one thing: make things better for women. That means we cannot, and will not, stay silent about political issues that deeply affect us, the women we work with, and the clients and consumers we represent. Here’s why.

First, let’s be honest about why we’re told to keep politics out of business.

For most of us, and especially for women, it's not about protecting some higher, sacred order of neutrality. It’s a tactic used to discourage us from voicing our opinions, from standing for change, and from taking bold action. And who does this silence benefit? Not the women who are fighting to keep and regain control over their healthcare, those working for fair treatment, or the ones trying to secure a voice in decision-making.

At Fancy, we’re inherently political.

As a business that serves women, employs women, and is run by women, we care deeply about how policy impacts women’s day-to-day lives. We have to. I can’t separate “politics” from who I am, the work we do, or the way I run this company. And I don’t want to.

This is why we choose to support Kamala Harris.

She is a candidate who has consistently fought for women’s rights, stands firm on protecting healthcare, and values women’s lives and contributions. We support her not only because her policies align with our values but because these decisions impact every part of who we are and what we do. Supporting Kamala Harris is a matter of purpose and a commitment to a future that respects and protects women’s voices.

We fundamentally believe that what’s better for women is better for the world.

Fancy was built to elevate women, to empower them as consumers, leaders, and creative forces. This means supporting leaders, like Kamala Harris, who will stand up for them and pave the way for a future we’re proud to pass on to the next generation.

We are not going back.

We’ve been sharing our taboo research insights for a year now, and it’s clear that change is here. It’s always been here in moments like Courtney Cox saying the word period in a tampon commercial, blue liquid disappearing to make way for red liquid resembling menstrual blood, and ads representing women as more than homemakers and mothers. It’s not a matter of if but what progress we pursue now.

Sure, there are growing pains as revolutionaries and everyday women alike push for a more inclusive, progressive society. Who can forget the “femvertising” pseudo-empowerment of the 2010s? Advertisers certainly have a lot of misses under their collective belts. Women will keep pushing for advertisers to get it right. We’re moving forward with or without brands because, as our research shows, plenty of women are unapologetic about creating the world they want to live in.

We’ve talked about advertising’s many failures (past and present) to represent women accurately, authentically, and with respect. We’ve shared key insights from our attitudinal segmentation research that give brands a front-row seat to what women think and feel about advertising and taboo products and services.

You’ve had the opportunity to see and hear women through our research. What will you do with this knowledge?

We’re on the cusp of a new era for women. Imagine what can unfold when advertisers finally recognize the power women have. Let’s put those ad dollars to good use.

Brands are the new religion.

Religion has been in decline for decades, and more and more brands are becoming part of the fabric of women’s lives, a source of truth in our society. Brands are uniquely positioned to influence society, especially since women are receptive to and seeking support from brands. Like religious organizations, brands have the power to push for new legislation, establish standards of behavior, and facilitate conversations about what matters in life.

Think of the impact a brand can have on a woman. How many women are brought to tears when a brand dares show women in ads that look like them? Inclusion is the new normal, and we’re here for it.

Even the seemingly small act of a sexual health and wellness brand posting a blog about how to use and care for your new sex toy can unlock new forms of pleasure, giving a woman her first orgasm or improving the ones she already has. Imagine if that blog post could be promoted so more women who could benefit from seeing it actually did.

A financial advising company can offer expert advice by and for women that can help countless women achieve their financial goals: wealth building, early retirement, home ownership, charitable giving, legacy building, and more.

A company that makes aging products can be a prominent, assertive presence on social media, reducing stigmas and abolishing shame for women who need to feel a sense of autonomy as their lives change.

Brands today can transcend simple product or service advertising. It can go beyond business. Brands can be changemakers, catalyzing our forward momentum. Your brand can join countless others in sparking meaningful change for the women in your audience.

If you remember anything, remember this.

As we wrap up our taboo research blog series, we want you to take the following top ten insights with you as you continue your advertising work. These core insights illuminate the relationship between women and the advertisers that target them, and they foretell the next era in advertising. The days of pandering, misrepresenting, ignoring, and stereotyping are over.

1. Two in three women (Boundary Pushers and Female Favorers) are highly motivated by equality, social change, and women’s rights. That’s most women. MOST! You’re quickly losing the option to ignore women’s issues in your advertising. Hell, it’s already gone.

2. One in three women (Brand Approvers) believe brands recognize women’s buying and decision-making power, represent a diversity of body shapes and sizes in their marketing, and understand the perspectives of women under 30 and over 40. Younger on average, these women respond positively to women-centered brand marketing. Perhaps brands targeting Gen Z women are changing the tides.

3. One in three women say advertising is always or almost always performative. Another one in two think it’s performative about half the time. You’re not fooling anybody with your misguided ads. Do the work if you want to reach women.

4. Boundary Pushers and Female Favorers are significantly more likely to feel patronized, misunderstood, and minimized by ads targeting women. These are not the feelings you want to evoke in your ads. Time for a pivot.

5. One in two women believe women in midlife are portrayed inaccurately in ads to some extent. Ideally, we’d like that number to be zero, and 50% tells us some advertisers are still getting it wrong. Are you one of them?

6. Brand Approvers are significantly more likely to say women in midlife are “for the most part” portrayed accurately. These younger women might just believe what brands are telling them about women in midlife, setting them up to have misperceptions and misunderstandings. Who is that helping?

7. Women want brands to drive social change. Boundary Pushers, in particular, believe brands carry responsibility for discussing sensitive issues, and both Boundary Pushers and Female Favorers believe brands need to move society forward. You have power. You have responsibility. Now, it’s time for brands to walk the walk.

8. Women want advertising that’s more anatomically and physiologically accurate. They’ve suffered decades of the aforementioned blue liquid, euphemisms, and body shaming at the hands of ads. Show blood in your menstrual product ads—most women are cool with it. Call it a period or menstruation. Be real and show women’s lived experiences. We promise it will get you in their good graces.

9. Women want to support brands that involve women in the process—leadership, product design, and customer feedback. It’s the ONLY way to ensure your product/service will actually resonate with women.

10. One-third of women contribute 100% of their HHI. Women are in a vastly different financial position than a few decades ago, and many brands are missing the spending power half the population holds.

Join us in the new era of woman-forward advertising.

It’s a matter of showing up or being left behind. Try, make mistakes, and work to improve. We’ll admire you for the sometimes messy process since it’s the way forward. When we conduct research again, we’d like to see some of these percentages change. So we can track the progress and report to all of you that we’re walking the walk as an industry. We can show women we listened.

Ask yourself what you stand to gain (or lose). Women have incredible buying power and are willing to be loyal to brands they connect with.

It’s brighter on the other side for all of us when we recognize women’s inherent power. To our future collaborators, we can’t wait to change society with you. Our research is just a start — imagine what we can do when we harness the power of women’s voices in your ads. Unstoppable. Revolutionary. A new world. For brands. For women. For everyone. Are you ready? Contact us at hello@fancynyc.com.

We see women from all demographics in the attitudinal segments from our taboo research. So, advertising based solely on HHI, marital status, or education level is like choosing the mystery flavor every time. Maybe the surprise will taste good, or maybe you’ll be trying to engage wrong-fit customers. The odds are not in your favor. Even persona ideation can fall short if you base your strategy on your biases. Instead, find out what women really think and feel and watch your advertising connect.

One of the core insights from our research is that women are more likely to buy from your brand if they know they have your support. We’ve said it before, and we’ll say it again until you hear us: Women from all walks of life want to feel supported by brands. They want to know you’re in their court, whether it’s the neighborhood basketball court, a clay tennis court, or an indoor pickleball court. Women have different wants and needs you have to understand.

So, what does it look like for brands to support women? Is it enough to have a woman as your CEO? Certainly not. Have you done your due diligence if your ads avoid stereotypes? Hardly. Women need you to wield your brand power—your visibility and ability to change culture—to improve their worlds.

Brands, this is how you support women.

Ultimately, you can choose how you show up as a brand. This is privilege, and it is power. You can pander and prioritize your profits only. You can do the bare minimum to meet your bottom line. You can come up with any number of excuses why you can’t do more (“We’re just a brand!” “That’s not our responsibility.” “We don’t have the time or resources.”) Or, you can change minds and lives. Take a guess what women want you to do.

Most of the 600 women who participated in our research say the following drives their interest in engaging with a brand:

1. a product or service designed by a woman (64%)

2. a brand that makes a point of elevating the voices and needs of women (56%)

3. a product or service designed specifically for women (54%)

Interestingly, women are more engaged by brands that speak to women’s issues and concerns over a company being led or founded by a woman. Women in leadership matter, but you need to do more than have a woman in charge.

Let’s break these vital brand actions down further so we’re clear and you’re clear.

A product or service designed by a woman:

Women trust other women because they understand their lived experiences. When a man designs a product for women, the results can be disastrous. Women healthcare workers and firefighters donning PPE designed by and for men are at a higher risk of adverse outcomes and injuries. Not to mention the infamous crash test dummy travesty. Medical testing. Power tools without the features women need (but yes! Available in pink!). It goes on and on. All of these design flaws harm women and can even put them at risk for downstream psychological impacts. From outright harm to infuriating inconveniences, women truly are living in a man’s world. So let’s change it.

A brand that makes a point of elevating the voices and needs of women:

Too often, people talk at, down to, or on behalf of women. How many women out there have had a man ignore or invalidate their expertise? How many women have had to remind their male peers that they’re speaking? How many women have had to fight for credit for their ideas? Women are downright weary. Brands have content channels and access to large audiences; it’s time to give women a platform. Be intentional. Be bold. Bolster women’s voices—there’s no such thing as too much.

A product or service designed specifically for women:

Even though it’s become a meme, women’s delight when their clothing has pockets is sincere. It’s a low bar in the product and service development world right now, right? Think of what the world could look like if brands talked to women and found out what problems need solving. We imagine a future with many products and services designed specifically for women, not just the leftovers from men’s wants and needs.

The gender isn’t the problem; the box is.

Refusing to dig a bit deeper into the wants and needs of 49.7% of the world’s population is holding us all back. So, let’s learn a bit from our research's attitudinal segments, which clarify the differences in how women think.

Boundary Pushers and Female Favorers especially have experienced gender-based challenges. They’re passionate about women’s issues and dream of an equitable world. They know their money is powerful. They know they can influence brands by purchasing from them or avoiding them. If you want to connect with them, you need to do more than just sell a product or service. Women expect more from brands, and you won’t garner loyalty by offering crumbs.

These women are the most passionate about the need for progress. Meet them where they are.

A few ideas:

1. Build a community platform for your brand where women can gather and discuss issues important to them.

   Yes, women need to choose to share their voices, but you can make it as seamless as possible. Send surveys to those less comfortable engaging in a community; they can answer privately and you can share anonymously. Just make sure you actually listen and make changes. Peruse your social media platforms; find the Boundary Pushers and Female Favorers amongst your fans and engage with them, reposting their content when applicable.

2. Incorporate a social action arm into your business operations.

   Gone are the days of just selling a product or service. Hire smart women to lead your initiatives. You’re not just a brand; you can fight for progress—on social media platforms, in courtrooms, and across media channels. Take a page from companies that immediately took a stand when Roe v. Wade was overturned in 2022, offering travel benefits, expanded reproductive healthcare options, and provided a safe environment during a terrifying time for women across the country. You can’t just be a company anymore.

3. Make better products and services.

   Invest in R&D with women at the helm and in focus groups. Establish a continuous improvement plan, soliciting customer feedback to keep going until you get it right. Stray from the road traveled; develop novel designs not based on the existing ones made for men. Create a world made by and for women.

We know you can do it, and we’re on standby to help. Find us at hello@fancynyc.com!

Typical audience research in advertising relies heavily on the individual rather than the communities where they live and the people they’re connected with. There’s an overreliance on personas—what are typical demographics, educational history, marital status, purchasing habits, and more of your ideal customers? But nobody exists in a vacuum, and women's social ties significantly influence their engagement with taboo product and service brands. If we can map women’s social behavior in the context of taboo purchases, we can help brands reach women more effectively. 

Think about it. Women form word-of-mouth networks across the internet and in their personal lives, talking about brands that have met their needs effectively and improved their quality of life. 

But there’s a difference between discussing the best skincare serum they’ve ever used and singing the praises of their new vibrator. Taboos come with a lot of social baggage that can limit how willing women are to talk about these products/services. We can talk all day long about the importance of increased access to vibrators, but how many women are truly comfortable talking about what vibrators they use, how they use them, and more — those personal details that so many tend to keep, well, personal. 

Our research shows most women are talking about taboo purchases with people in their social networks. But to reach the women who would benefit most, brands need to make it easier for women to talk openly about their experiences. The first step might be starting and facilitating those general conversations so that women can ease into sharing more personal details. 

Think of how much better the world would be if women were more comfortable talking about taboos. What if women didn’t feel fear, embarrassment, or shame talking about the aging products they use every day or their financial journeys, for example? 

Let’s draw that map so it’s easier for brands to remove the barriers to sharing. After decades of brands perpetuating the shroud of secrecy around these products/services, it’s time brands embrace accountability and take a stand. 

Women share taboo purchases with people they know. 

Do you think women tell their close friends when they buy sex toys? The answer might surprise you (54% do).

Women’s social circles may be smaller, but they’re active. Products/services they buy become conversation pieces with friends and family. As noted above, about half of women will talk about their newest vibrator, g-spot stimulator, dildo, etc., with a close friend. Many do NOT keep the discussion of these purchases in the bedroom. But there are nearly as many that do favor privacy. 

Brands have a unique opportunity to turn their products/services into an icebreaker for women to discuss what truly improves their lives. How? By making women more comfortable talking openly, liberally, and expansively about their experiences with these taboo products/services. 

So here’s what you need to know to facilitate these dialogues. 

Women typically share taboo purchases with close friends, family members, and spouses—relationships with the most emotional intimacy. That’s your point of entry. Encourage sharing with people they feel comfortable with, keep building that confidence, and expand from there. But your approach will differ depending on the taboo. 

For example, women are less likely to share sex product purchases with non-partner family members (not shocking to us). The same goes for cannabis. They’re equally likely to tell a spouse or close friend about cannabis purchases. If you sell these products, encourage sharing with a spouse/partner or close friends. 

Women typically share financial services purchases with their spouses, followed closely by close friends and family members. Start with those primary relationships if you’re in the financial sector and want to connect authentically with women. Encouraging them to dispel the shame and be open can lead to sharing with others in their lives or even publicly. 

Women are more likely to share mental health, alcohol, and aging product purchases with a close friend by a slim margin—more than with a spouse/partner. Friendships can be a source of recommendations and a safe space to share experiences. 

Who are women refraining from sharing their purchasing information with? Unsurprisingly, supervisors or managers at work. According to our research, women are concerned about making others uncomfortable and negatively influencing how they’re perceived. That ol’ social conditioning to please others. Work environments are rife with pressure to be perceived a certain way, to be palatable, to blend in. But maybe it’s time to ruffle some feathers.  What would it look like if businesses communicated, “We welcome your whole person to this office, and we mean it.” Can we make it okay for women to talk about their preferred strains of cannabis or their boggling collection of perimenopause symptoms with their coworkers? 

Women across segments are least likely to share this kind of information with their social media network or publicly on social media. Taboos are still alive and well, so the hesitation is easy to understand. 

Many brands believe user-generated content is the holy grail and can extend your brand presence in an advertising landscape that can be restrictive with taboo products and services. The thing is, you have to help women feel comfortable enough to go public with their brand perceptions. Brands need to intentionally engage women and inspire them to create/share content about your products/services. Influencing the influencers is one way to spark a movement.  

What would the world look like if women felt comfortable discussing taboos in many different contexts? 

Every woman is different. 

Even though our research shows common threads amongst women —87% share alcohol purchases with others, for example—we can’t base advertising strategies on similarities alone. Women are incredibly unique depending on our backgrounds, values, personalities, and life paths. That’s why we at Fancy pursued attitudinal segmentation research—we wanted to understand how to reach women with different perceptions, beliefs, struggles, and preferences. 

Here are some nuances to help brands clarify women’s sharing behavior. For more on the segments themselves and what kind of women fall into them, take a gander at this previous blog, which is all about that.

Brand Approvers, our segment that values privacy, are significantly less likely than the other segments to share with anybody. Our most reserved segment (they’re not leading the revolution like Boundary Pushers), these women need a light, comfort-building touch from brands. You may even consider skipping this segment and creating widespread change through Boundary Pushers and Female Favorers first, ultimately making engaging Brand Approvers easier. 

Brands can (and should) encourage women to share. 

If you want women to share information about your brand and products/services, give them a compelling, relevant, and shame-minimizing reason. Not all women are completely comfortable talking about these topics, especially on social media. So, for content to be shareable, it needs to start or be a part of conversations women want to have. 

What else can you learn about the ins and outs of women’s sharing behavior? What do those conversations look like, sound like, and feel like? Seek to understand. You can ask the women who work for your brand, interview customers, and more. 

Then, target by segment. 

Your Boundary Pushers may resonate with more provocative messaging while the Female Favorers respond to empowerment. Brand Approvers want their privacy respected, so use a subtle touch and aim for support, not controversy. You’ll have less discomfort to overcome with the Boundary Pushers and the most with Brand Approvers, so adapt your messaging accordingly. 

But a few standards work for everyone when engaging your customers and prospects: 

1. Be educational. 

2. Be thoughtful. 

3. Be inspiring. 

Need an assist? We’re here to help. Email us at hello@fancynyc.com to join the conversation and craft better ads. 

What purpose do taboos serve in our society? That’s up for debate, but one of the working theories is that they’re meant to control our behavior. They represent the forbidden, and when an individual dares embrace a taboo publicly, they can risk social ostracization, shame, and isolation. It’s hard to determine where and when a specific taboo started, though its origin may not matter as much as its immense influence on people. These social standards of acceptability align us with the status quo—nobody wants to be excluded, making taboos a powerful force. 

But most taboos reach an inflection point, where we have to decide if they’re serving us or if it’s time for a revolution. The pressure mounts, and one by one, people start pushing back. This incredibly valuable defiance has led to women’s suffrage in the 1920s and FDA approval of the birth control pill in the 1960s, plus the legalization of marijuana and marriage equality, among other social changes in recent decades.  

Taboos evolve with us. It’s not so far in the past that divorce was one of these taboos, and those who did end marriages bore a black mark in their communities. Now, divorce is far more socially acceptable. People can make decisions about their marriages with far less fear of judgment and plenty of people who relate to their experiences. Out of this acceptability comes plenty of readily accessible support for those going through the experience—divorce lawyers, counselors, books, public support groups, and even cake decorators. 

When we look at today’s taboo products and services—mental health care, aging products, financial services, sex toys, alcohol, and cannabis—we have to acknowledge the impact on women. All of these products and services serve various purposes for women — meeting very real needs and wants, solving their problems, providing pleasure, or helping them live fuller lives. But how accessible are they to women when society upholds their taboo status? How much is the taboo nature of these products and services holding women back? Isn’t it time we accelerate that evolution? 

As our research shows, taboo or not, women are still purchasing and talking about them. It’s time society caught up. 

Listen up. Women are talking about taboos.  

Women talk. Even if they’re discerning about who they talk to, most do not keep taboo purchases completely private. These products and services may be taboo publicly, but that’s far from the case in women’s private conversations. 

In order from most likely to share with others to least likely to share with others, here’s where women stand on sharing taboo product/service purchasing info: 

• alcohol products (87%)

• mental health care (84%)

• cannabis products (81%)

• financial advising services (75%)

• aging products (71%)

• sexual products (58%) 

To recap: Women are most likely to share alcohol product purchasing information with others and least likely to share sexual product purchasing information, though MOST women share these purchases with others. 

Does this surprise you? 

Women are leading the change from taboo to socially acceptable, but there’s a definite place for brands in this evolution. What role will you play? 

Brands need to talk openly about taboos. 

When it comes to taboos, women are embracing defiance in their personal lives. They’re sharing their purchases openly. Why not join the conversation? Why not start the conversation? 

Brands have a lot of influence in society, determining what’s trending, recruiting large numbers of people to the utility of their products and services, and gathering devotees like a religion. Think of brands like REI, Dove, and Ben & Jerry’s—all champion specific causes and have made waves in their respective pools. Will you use your power for good? 

If you’re ready to walk the walk, here are some steps you can take today. 

1. Start by ensuring your advertising approach matches the lived experiences of women. When it comes to taboos, they’re purchasing and sharing.  

2. Offer products/services that change lives and explain why they do. Position your product or service to highlight the impact it can make on women. Illuminate the “after” picture. Show women living life freely, without concern about fitting the status quo. Before you know it, the taboo label will no longer fit. 

3. Add bells and whistles that keep the engagement going long after the purchase, like: 

• An app

• Follow-up survey

• Newsletters with education, stories, promos, sales, etc. 

• Opportunities for community and engaging with other like-minded women, online or IRL

Make your product/service an immersive experience, not a hidden one. Sound good? 

Fortunately, our team at Fancy is ace at creating ads that start conversations. If you’re ready to do more and do better, contact us at hello@fancynyc.com. 

If you want to know what women talk about, why not just ask them? That’s exactly what we did when we conducted our attitudinal segmentation research last year. 

We’re women and advertisers; we’ve known how insufficient advertising has been at reaching women over the years. We’ve pushed for progress through our work and want to empower brands to empower women. There are many ways to elevate women’s voices, and last year we chose to conduct research exploring the perspectives, pain points, challenges, beliefs, and needs of 600 women, and now we have a better understanding of what women talk about with the people they spend time with. 

Today, we’re sharing these insights with you so you can look beyond demographics, assumptions, and stereotypes; when you know what women care about most, you can show them how much you care. If you’re serious about what your products and services can do for women, you have to get serious about understanding women. It’s how you refine your offerings, improve your messaging, and, dare we say, change the world—for women and everyone else. 

What she talks about with the people she knows

Women often don’t see themselves in the body types, clothing choices, careers, lifestyles, emotions, and more presented in ads. The bar isn’t going to raise itself. It’s up to us. Can’t we create ads that resonate more? As far as we’re concerned, an ad hasn’t done its job unless the women in the audience can say, “I feel seen.” 

There’s often such a profound disconnection between advertisers and the women they’re trying to reach, and ads showcase a real dissonance between the on-screen, on-page, on-post portrayals of women and their day-to-day lives. 

So, let’s illuminate another aspect of women’s lived experiences: what they talk about with others. 

By tapping into the topics women care about most, you can increase your chances of connecting with them through advertising. Let’s look at the differences in what women talk about with people they are closest with (friends) and those they have more casual relationships with (coworkers, extended family, etc.). 

Women discuss the following topics with close friends:

• relationships (84%)

• physical health (81%)

• diet, food, or cooking(81%)

• families and children (76%)

• careers (73%)

Most women talk about these top five topics with their close friends. These are the topics on their minds, that they seek commiseration and support on, and that you, as a brand, can consider potential sources of problems that need solving. 

Our research shows that women talk about slightly different topics with people they’re less close with and in smaller percentages. 

Women talk about the following topics with people other than close friends (family, coworkers, etc.): 

• careers (73%)

• business ownership (73%)

• diet, food, or cooking (64%)

• families and children (64%)

• motherhood (57%)

As you can see, there are some notable differences here. Women are less likely to talk about relationships or their physical health with people they are less close with. Business ownership appears high on the second bulleted list, with motherhood at number five. We tend to look at the topics women talk about with those they’re less close with as less polarizing and, therefore, less likely to be associated with stigmas or shame. There are layers here.    

You need to reflect these nuances in your ads targeted toward women. Let’s add another slice of nuance on top: There are two segments of women who you can bet will speak their minds about a range of topics with people they know. 

The women who speak openly and often  

Our research found three segments of women who differ in their mindsets about advertising, how they feel about women’s issues, and their engagement with taboo products and services. Of the three segments, Boundary Pushers are the most vocal and revolutionary in their experiences as women; they want change and advocate for it. Female Favorers are avid supporters of women, keep the women in their lives close, and support women-owned businesses. Brand Approvers tend to be more private than their peers, younger too, and less likely to take issue with the ads they see.  

Boundary Pushers and Female Favorers are often significantly more likely than Brand Approvers to discuss these topics with their close friends. 

If you count these two segments in your audience, know they’ll appreciate an immersive experience that speaks openly and honestly about topics near and dear to them. 

Make your advertising conversational.  

What can you do with these insights? We recommend two strategies:

1. Emulate women's conversations with the people in their lives through your ads. Acknowledge women’s relationships with their close friends and the differences in what they talk about with people a little further out in their social orbit. Explore what dialogues look like when they talk about topics that are important to them. Bring their lived experience alive in your ads. 

2. Join the conversations. Don’t stop with this blog. We’ve shared what topics women are most likely to discuss with close friends and other people. Now, it’s time to go further. Your ads will be more effective if you witness and participate in these conversations. Observe what women who follow your brand are saying on social media - and not just to you. How do they talk about the topics they care about most? What questions do they ask? What words do they use to describe their perspective? Know the women in your audience. Be more than a brand; create spaces where women can discuss what matters to them. 

When in doubt, you can always just ask. Women. And us.

Email us at hello@fancynyc.com to become a leading brand in women-forward advertising. 

What do women do if they like your product/service? They tell their friends. You can bet on it. Smart brands understand this and build long-term relationships with the women in their customer base, knowing they’ll likely gain access to a network of similarly-minded women if they do. The other brands? Well, they’ll continue swinging and missing with women everywhere. 

Today, we’re talking about another aspect of women’s lives that has been ignored, stereotyped, and denigrated: her social connections. Let’s go where it’s most problematic. Frenemies. Gossiping girlfriends. Queen bee. Cut-throat. The homewrecker who sleeps with her friend’s husband. Think of the multitude of ways women’s relationships with each other are reduced to derogatory terms and television tropes. 

The reality is women’s social lives represent a rich tapestry of relational goodness. Women especially connect with other women for support, commiseration, shared joy, laughter, traveling, healing, community, and more. It’s a far cry from the diluted representations of women’s relationships that persist in popular media and advertising. A fundamental lack of understanding of women’s social lives lets us all down. 

For brands to convert women from prospects to customers and then to advocates—inspiring them to bring other women into the brand experience—you must understand women’s social behavior. 

How expansive are women’s social networks in 2023?

How do women pursue emotional closeness with the people in their orbit? 

To what extent do women prioritize relationships with other women? 

Our research answers these questions, and our insights will give you a starting point for connecting with women in ways that encourage them to share their love of your products and services with others—all the while dismantling those exhausting tropes.  

The company she keeps 

Through robust word-of-mouth activity, brands can quickly reach women who will benefit from their products and services. Still, it’s important to know that the friendship landscape for women has changed dramatically in the last few decades. Mapping this landscape is crucial to understanding what connection looks like for women and identifying potential unmet needs worth meeting.  Let’s get the lay of the land so you can lead with empathy when engaging women.  

Women’s (and men’s) social circles are shrinking. About half of Americans have three or fewer close friends, and one-third have between 4 and 9, a substantial decline from the last few decades when one-third of people had ten or more friends. According to the linked study, only half (48%) of women said they had a private convo with a friend in the last week during which they shared personal feelings. 

Our research yielded similar takeaways to the study linked above, supporting overall trends with some additional insights about the state of women’s friendships. Most (82%) women we surveyed have fewer than five friends in their friendship groups. We also found three in four women have close friends they speak with about their feelings and experiences, though we didn’t ask how frequently they have these conversations. Either way, women have fewer friends, and they may be connecting with the few they have sporadically. These conversations are important moments for women to connect with their people, but are they getting enough? 

Unfortunately, these friendship quantity and quality changes reflect a public health crisis: Americans are lonelier than ever, and it’s pressing enough for the U.S. Surgeon General to develop a national strategy to address it, including efforts to bolster in-person opportunities. 

The State of American Friendship Study (linked above) doesn’t account for the profound influence social media has had on our friendships. An individual woman has access to and can be influenced by hundreds, if not thousands, of other women through her social media platforms. She also may be trying to meet her connection needs through these platforms, leaving her lonelier than ever. Even though brands lean on social media for their advertising strategies, what is this doing for women’s sense of connection? What responsibility do brands have to change the social landscape for women? 

It’s no surprise to us that our research shows women depend on other women; it’s one of the most reliable ways to feel seen and heard. About one in three women say their close friend group is ALL women and another one-third say it’s mostly women. So, although women have relatively small friendship groups, two in three mostly associate with other women, and most are talking to the women in their orbit about their feelings and experiences. 

It’s a lonely world out there, and anything brands can do to facilitate connection, to understand the loneliness women may feel, and to address this crisis head-on will be in the service of women’s interests. 

Yes, women appear to have fewer friends they’re regularly in touch with, but let’s do our best to meet women where they are and create a pathway for where they want to be. 

How can you create connection through social media and beyond? Have you assessed for loneliness in your audience? What are you doing as a brand to convey empathy to women? How do you help women deepen and expand their friendships? 

What segmentation tells us about female friendship 

Let’s clarify the pathway to accessing more women who need your products and services. Hint: You get there by understanding the nuances in their social behavior. Our research offers three attitudinal segments that can form the basis of your next marketing strategy: Brand Approvers, Boundary Pushers, and Female Favorers.  

Brand Approvers comparatively have smaller than average social circles and reflect less closeness with the friends they do have. They’re significantly more likely than Boundary Pushers to say they have 1-2 close friends—the smallest social circle of all three segments. Brand Approvers are also significantly less likely to say they have close friends compared to both Boundary Pushers and Female Favorers. So, your opportunities for word of mouth may be a bit limited with Brand Approvers. Something to keep in mind if you’re targeting them. 

Female Favorers are significantly less likely than the other two segments to say they have a friend group with a mix of genders. These women stand out attitudinally because they put women first in their lives; they often talk about sensitive topics with their girlfriends and like to support brands led by women. Out of all the segments, Female Favorers are the most likely to spread the word to the women in their lives about your products/services (Boundary Pushers are a close second). 

So, read up on our research segments. Identify them in your customer base and craft messaging that speaks to their unique perspectives and friendship behaviors. It all starts there.  

Power your advertising with word-of-mouth 

Word of mouth is an incredibly effective strategy to engage your prospects and cultivate loyalty amongst your existing customers. For women, a recommendation from a friend they trust can be worth its weight in gold—it’s personalized and personal. The recommendation comes from somebody they have a track record with, who they confide in, and who understands their needs.

Your best outcomes come from a woman feeling like an ad was created just for her (high resonance) and her feeling inspired to share her satisfaction with others (high influence). If your products/services are made for women, and your messaging resonates, women will be more likely to share their new favorite finds with their friends. Win-win, right? 

How do you make it resonant? Segment your audience. Adapt the messaging accordingly. Then, watch as women share your impact on their lives with their friends. 

Working with brands to create ads that resonate and influence is what we do. And it starts with ditching the stereotypes. Email us at hello@fancynyc.com so we can turn on that word-of-mouth engine for your brand.

Women lose about 2-3 tablespoons of blood each month when they menstruate. But generally speaking, blood is part of menstruation. Blood is a shared experience amongst women. 

But until recently, blood was invisible in menstrual product ads. 

In its place was the infamous blue liquid, first unleashed on audiences in ads in the late 90s by brands like Always. It would be decades until an actual menstrual product ad featured red liquid, and in 2020, we’d find out how far advertisers were willing or able to go to show blood in their ads. 

In 2023, menstrual product brands are going head-to-head with media companies continuing to gatekeep the messages women receive in their ads. These powerful companies often consider menstrual blood on par with other bodily fluids deeming these visuals inappropriate, gratuitous, or graphic. 

What happens when ads show blood? 

While the blue liquid persisted into the early aughts, advertisers for the UK brand Bodyform showed red liquid to demonstrate a menstrual pad’s absorptive capacities for the first time in 2017. Fortunately, the U.S. was not far behind. 

Cora, a smaller startup brand from the U.S., started showing red liquid in their ads in 2018. After complaints rolled in, Instagram and Facebook removed the ads from their platforms, though after Cora reached out to the social media giants, the ads became visible again.  

Kotex became the first large brand to show red liquid in their menstrual product ads two years later, prompting many thank yous, and it’s about times on social media.  

Even as recent as 2020, period underwear brand Thinx received rejections from 10 media networks because it dared include red liquid in an ad, violating a policy requiring only clear/blue liquid. NBCUniversal’s (one of the few media companies that responded to a request for comment from the journalist) rationale for censoring the ad included a line from their ad policy that personal care products “should be presented in a tasteful manner and will be accepted on a case-by-case basis.” The implication that menstrual blood isn’t tasteful is why these brands continue advocating for women. 

That same year, Facebook initially banned an ad by Australian company Modibodi that depicted menstrual blood in real-world contexts, claiming it violated their advertising policies due to “sensational” content. You can check out the ad and decide whether it meets that criteria. 

According to the dictionary, sensational means: (of an account or a publication) presenting information in a way that is intended to provoke public interest and excitement at the expense of accuracy.

What about bleeding is inaccurate? How many women reading this have bled on their sheets overnight or seen the garbage bin (at home or in public) filled with used menstrual products? Towards the end of the ad, we see a woman wringing blood and water out of her period underwear in the shower. With the rise of alternative menstrual products, how relatable is that experience becoming for women?  

We’d rather have accurate portrayals because the alternative has terrible side effects. Inaccurate portrayals reinforce the problematic messaging from the last century’s ads. Messages like: 

• Periods are dirty. 

• Periods are shameful.

• Women should be embarrassed of their bodily functions. 

• You must always present a happy face, even if your cramps are debilitating and your mood is bottomed out. 

Though Facebook later took back the ban, Modibodi’s founder’s initial reaction articulates what so many women feel when very real aspects of their lives are silenced, watered down, or distorted through ads: 

“[It’s] disappointing Facebook doesn’t want to normalize the conversation around menstruation.”

How comfortable are women with blood in ads? 

As an advertiser in 2023, you have a choice when creating your ads. If you lean into realistic portrayals of menstruation, there will likely be people who report your ads on social media. But they are in the minority. 

Our research into taboo products and services asked women to weigh in on menstruation-related imagery they might encounter in ads: 

• blood in a swimming pool

• blood on a tampon

• blood on a menstrual pad

• blood on a sofa cushion

• blood on a woman’s pants or skirt

• blood on a bedsheet

Only about 1 in 4 to 1 in 3 women felt any of the above would be inappropriate to be shown during an advertisement. That means if you take one of these visuals—blood on a bedsheet, for example—75% of women who find at least one other image inappropriate would NOT consider this inappropriate. 

However, Brand Approvers are significantly more likely than Boundary Pushers to consider the above inappropriate. Female Favorers are with the Brand Approvers. 

Each segment rates each suggested imagery the same throughout, suggesting the context doesn’t matter; the blood is the important factor. It doesn’t matter that it’s on a pad or couch cushion. What matters is that periods involve blood, and most women want to see that in ads. 

For those who find the imagery inappropriate, we have to consider whether the decades of menstrual product messaging have played a role. How much is the internalized shame causing women to balk at these images? Brands can play a powerful role in reducing shame and embarrassment. 

But it requires a deft touch. In the Palgrave Handbook of Critical Menstrual Studies, contributor Maureen C. McHughes introduces the concept of “menstrual moaning,” whereby women connect by discussing the negative aspects of menstruation. 

She explains: 

“Menstrual moaning may be viewed as women’s resistance to the secrecy, taboos, and concealment imperatives. In this sense, talking about one’s menstrual experiences may be viewed as a form of activism, a breaking of the menstrual taboo, and/or a form of resistance to the patriarchal norm. But, like fat talk, engaging in menstrual moaning may have a deleterious impact on women’s menstrual attitudes. Engaging in menstrual moaning reiterates negative cultural construction of women’s bodies as flawed, deficient, and diseased.” 

So, advertisers need to find a balance. You need to be realistic about the blood, cramps, period poops, and mood swings menstruation can involve, but help women feel seen and heard, don’t direct them down the slippery slope to shame. 

It’s time to get real(istic).

So, how do advertisers find that delicate and oh-so-vital balance? 

Create ads that reflect women’s experiences with menstruation. Sometimes, there are leaks through clothing, onto toilet seats, and onto your driver’s seat during a commute. Periods can be extremely painful for some women. Some have heavy bleeding, and others light. Some women are relieved to get their period every month. 

Paint a realistic picture. Think of it like the difference between venting and sharing. Venting can pull the venter into a spiral of negative emotions. Sharing can keep the sharer present in their experience. Aim for the latter. 

Reflect women’s true concerns and needs during their periods: comfort, duration of use, product materials, ease of use, ability to use in different contexts, affordability, etc. 

Show how you meet these needs in accurate ways. Don’t be afraid to show a little (or a lot of) blood. 

If you want help navigating this balance, let us know! We have a team of women ready to discuss menstruation, menstrual products, and creative about both at hello@fancynyc.com. Download our executive summary to hear more women’s perspectives on taboos like this. 

Menstrual periods have long history of euphemism in the US. Aunt Flo. On the rag. Crimson tide. Shark week. We have dozens and dozens of (cringy) ways to avoid saying menstruation.  

Our research shows women are 100% over cutesy terminology to reference their monthly cycle. Gone are the days of grocery-store embarrassment and sneaking a tampon off to the bathroom. We’re glad to see the blue liquid disappear. Advertisers have the permission of women everywhere to get real about menstruation, and many of them are listening. 

You’ll be hard-pressed to find an ad in 2023 that uses terms like “having the painters in” unless it’s used ironically. While thrilled to see the progress, especially considering the history of menstrual advertising (more on that below), we want the forward momentum to continue. What’s next for brands committed to progressive advertising? 

first, A historical perspective on menstrual terminology

In the early 20th century, menstrual product advertising barely existed in the form we know of today. Ads inundated women with messages about cleanliness, hygiene, secrecy, shame, and inconvenience. The concept of “daintiness” featured prominently, positioning menstruation as the antithesis of what it means to be a demure, acceptable woman, and menstrual products were necessary to preserve and uphold that image. Heaven forbid you experience a leak during a day of heavier bleeding; the people around you should never know you’re menstruating. 

It wasn’t until November 1st, 1972, that advertisers were allowed by the Television Code to advertise menstrual products on TV. While some articles tout this event as a significant milestone in women-centric advertising (it was), the New York Times announcement reveals how conditional it truly was. 

• All advertisements required a review by the Television Code Review Board before they could air them publicly. 

• Advertisements were limited to non-peak hours, specifically 9 a.m. - 3 p.m. and late at night when people were less likely to see them. 

• The rollout of menstrual product advertisements was a year-long trial, at the end of which the board would revisit the policy. 

In many ways, advertising has always given women an inch of progress at a time. 

Over a decade later, in 1985, Courtney Cox said “period” in a tampon ad for the first time in advertising’s history. What did advertisements say before? They alluded to the use case with words like secret, sanitary, freedom, and daintiness (again). There was very little direct, explicit communication. All implied.  

By 2010, advertisers had enough. But efforts to improve the messaging still hit walls; Kotex tried to release an ad that used the word vagina, and three U.S. broadcast networks swiftly banned it. Changing the language to “down there” still elicited a ban by two of the three networks. In the end, the team behind the ad had to alter it into a sterilized version that maintained its original intent to parody the blue liquid phenomenon but lost its linguistic progress. 

What words work for women?

When ads treat women’s bodily functions as off-limits or too embarrassing to discuss accurately, they infantilize women. It also tells women their bodies and, therefore, THEY are shameful and should hide away in the period hut. It also tells women you don’t see them at all. Hiding women’s experiences behind implications, innuendo, or secrets between the ad and the audience does women a huge disservice. 

Our taboo research shows that women want accurate portrayals. 

Most women prefer the terms “period” or “menstruation” over terms like “monthly friend” or “Aunt Flo.” Women want direct terminology, not euphemisms. 

Fortunately, we don’t see many brands using euphemisms anymore—progress! Now it’s time for expanded conversations and building a woman-positive culture around your brand. 

Women want anatomically and physiologically accurate advertising 

Newsflash: advertisers need to lean hard into correct terminology. Menstruation. Vulva. Vagina. Menstrual cramps. Say them 100 times over. Keep using them in your ads. 

Then, understand the physiology of menstruation. Convey that understanding to women in your advertising. Periods are not all sunshine, rainbows, and triumphant morning jogs in pristine white shorts. There are realities women face every month, pain points that must be discussed openly. Cramps, alterations in bowel movements, mood changes, food cravings, fatigue, and menstruation-related medical conditions like endometriosis, PCOS, PMDD, etc. 

Many of us feel relief when the premenstrual symptoms taper off and our period finally comes. Some women revel in their monthly cycle, considering it a sacred time. Every woman has a menstruation story. But few see it on the screen. 

It’s time the conversation deepened beyond the practical implications of capturing blood through a tampon, pad, or menstrual cup. The product needs to work, but that’s table stakes. There’s so much more to talk about. 

Brands can differentiate themselves through the progressive culture they promote around the product. Yes, the correct terminology is fantastic, but let’s go beyond the functionality.  

Join us in expanding the conversation. You can talk menstruation with our team at hello@fancynyc.com, and if you want to learn how women feel about menstrual products and other taboos, download our executive summary.

In the late 19th century, tobacco companies in the U.S. advertised their products using trading cards featuring women posing for the camera, a thigh showing here and an ankle exposed there. Part of the legacy of sexualized advertising, these ads presented women almost like dolls, dressed up, inviting stares, and selling cigarettes. 

In the 1970s, Jovan Musk Oil released highly sexualized ads, including one with a woman’s disembodied legs, implying the product would make the wearer irresistible to the object of his desire (a woman). The message? Sex sells, and you can sell more if you sell sex. 

Fast forward to the early aughts when Carl’s Jr. ads went viral to millions, showcasing various en vogue models and celebrities, scantily clad and chowing down on gigantic cheeseburgers suggestively. 

We know sex is a powerful force in people's lives. In some ways, it makes sense advertisers jumped (and continue jumping) to use it to sell products and services. But does sex sell? 

We have two opposing forces at play. Advertising uses women’s sexuality, a Frankenstein version, to sell products and services. Yet women have little ad space for exploring their sexuality authentically. In some ways, how women feel about sex, sex toys, sexual identity, pleasure, desire, and more is absent in advertising. It’s implied, contorted, and avoided in messaging. Instead, women are often face to face with a reductionist version of their sexuality, with them as objects for men’s desire.  

Sex sells — poorly. 

Compared to men, women are more likely to be portrayed in advertising as decorative, visually fragmented, or dismembered — reduced to body parts rather than agency. Though some ads don a snappy facade of empowerment, women are still largely portrayed as the feminine ideal — fashionable, slim, primarily white, and sexually attractive, at least through the male gaze. 

So, how do these objectifying advertisements land for women? 

Not well. One recent study found that sexualized advertising appears to have a negative impact on brand logo recognition and NO impact on explicit brand name recall. Perhaps unsurprisingly, one meta-analysis found men are more likely to respond positively to sexualized ads, but overall, there may be a negative effect on brand attitude. So, in terms of impacting brand recognition, sex is not the way to go when advertising to women (or men). 

The way women think about sex products and advertising 

The scope of sexualization in ads helps clarify the landscape but doesn’t provide a solution. We have to listen to women for that.  We must understand how women feel about their sexuality to speak to them in our advertising. 

Let’s talk about sex. 

Our research shows that 71% of women who bought sex products bought them online; 61% bought them in a store. While many women buy these products from the comfort of their homes, nearly as many are public and visible to others when doing so. Most—69%—had an excellent or very good experience buying sex toys. So overall, women are engaging with these products and are happy with their purchasing experience.

Yet, only 36% are completely comfortable purchasing sex products. How many more women would purchase sex products if they were more comfortable? How would that change their willingness to talk openly about the products they purchase and recommend them to others? Brands gain a lot if women become more comfortable with their sex-related purchases. Let’s get to the root of the discomfort.  

Of those who are uncomfortable, 46% say it’s definitely because sex is a taboo topic. Many (42%) say sex should sort of be kept for private discussions. However, over half (58%) share with others that they purchased sex products, but mostly with a spouse or close friends. These purchases, even if they happen publicly, are not discussed publicly. 

That could be because 71% of women say men and women are sort of or definitely viewed differently when it comes to sex-related topics. Women of all ages and segments have a lot of thoughts about this taboo topic in particular. 

“Men are seen as superior if they have sex with a lot of people, but women are seen as having no morals if they do the same.” -Brand Approver

“Women’s sexual health is considered secondary or separate from their overall health. Men’s sexual health is seen as inseparable from their overall health.” -Boundary Pusher

“I feel like there’s a lot of judgment around peoples’ sex lives that isn’t the business of others. I’ve encountered this in conversations with girlfriends, where it feels like our sex lives are still treated like some form of status or currency.” -Female Favorer

Boundary Pushers are most likely to disagree that women don’t need brands to use specific language about bodily functions in their advertisements—they want accuracy and specificity, not innuendo. They’re also statistically less likely to say it’s inappropriate for brands to discuss natural bodily functions in their advertising. 

Though Boundary Pushers are the most likely of the three segments to be at the forefront of social change, they shouldn’t be doing the heavy lifting for brands. 

Let’s talk about sex differently. 

Social change takes time, but every time an advertiser chooses differently, it can inch us that much closer to a future of our design. The research shows that sex doesn’t sell the way it used to, and it’s not particularly memorable in the ways brands might want. Consumers understand the power they wield with brands—one bad review can stop another consumer in their tracks. Brand reputation can live and die through social media conversations. And there are plenty of consumers like Boundary Pushers who are fed up, vocal, and actively pushing for change. 

Advertising in the sexual products and services space requires a delicate (and intentional) touch to sell to women. You can advertise sex products without showing any skin. You can lead with felt sense, experience, and playful innuendo rather than cheap thrills. You can show women embracing their sexuality in realistic, multi-dimensional ways. You know, how women actually have sex. Our work with Lion’s Den and We-Vibe is a case in point. 

We have a few recommendations if your product or service serves women and has anything to do with their bodies. 

1. Eliminate objectification/sexualization. Make women authentic representations, not objects, in your brand's story. 

2. Continue to embrace body and age diversity. We see more and more of this in ads. It’s great. We need more of it. Check out a human-first, sex-positive ad our team recently crafted for Lion’s Den to see what we mean.  

3. Use anatomically correct terminology. Women do not need you to use cutesy terms for their body parts and bodily functions. Menstruation. Period. Vulva. Orgasm. Clitoris. Uterus. Be direct with your language. 

4. Be like Dame, a sex and wellness brand that took legal action to ensure their female-forward advertising could receive equal treatment by the Metropolitan Transportation Authority (MTA). Visibility normalizes women’s sexuality, making it easier for women to feel comfortable expressing it (through purchases or otherwise). 

We know you can do it, and if you want help, we’ll be with you every step of the way. Email us at hello@fancynyc.com to create better ads. And for more insights, download our executive summary. 

How many women do you see on the screen who look like, talk, and act like you? If you’re not a woman, and you’re reading this, ask yourself the same questions about the women you know — do you see them in ads? 

Women are impacted deeply by on-screen representations of who they are. In previous blogs, we’ve talked about how reducing women to submissive roles — the dutiful housewife, the self-sacrificing friend, the “yes” woman ready to please her man or her boss — is problematic. Fortunately, these reductionist portrayals are increasingly rare. However, ads have an insidious new normal. 

It’s equally problematic to reinforce the impossible standards thrust on women. If you listen to life according to ads in 2023, she’s expected to do it all — rise to the top of the corporate ladder, dress impeccably, and be ever available to support, love, and nurture the people in her life, all with a smile on her face. We want better representation. And some women are nearly left out of the picture entirely. 

Women over 40.

What happens when an entire subset of women is nearly invisible in ads? 

As one woman from our 2018 Women Over 40 research shared with us, “Women over 40 are invisible in the cultural lexicon.” 

The biggest gender gap in advertising

Advertising is hyperfocused on the lives of teenagers and women in their 20s. Look for high-quality ads depicting women over 40 authentically, and you’ll find yourself walking through a ghost town. 

Our 2018 research into women over 40 found that most women in this age group feel chronically misunderstood by brands. Here’s the unfiltered truth: 

• Two in three women over 40 feel brands systematically underestimate their spending power. 

• Over three in four women over 40 feel brands systematically underestimate their intelligence. 

• Most (84%) women over 40 feel brands systematically overestimate their preoccupation with their physical appearance. 

As one respondent shared, “‘They’ do not truly understand women and what their lives are really like. The branding that I have seen, even when it tries to relate, doesn’t feel authentic but as ‘trying’ to relate. Like it was made, for the most part, by a man. It is like a man dressed up in women’s clothing.” 

After we released our 2018 research, it would have been great if the advertising landscape had changed (a girl can dream, right?), but our taboo research shows advertisers are still falling short. 

Altogether, two in three women from our taboo research say women in midlife are not portrayed accurately. Advertisers, are you listening yet? 

Do your research  

We cannot accurately portray women of any age without hearing and seeing them. Advertisers must seek to understand women, commit to accurate representation, and then roll up their sleeves and do the work. 

As our 2018 research revealed, women over 40 are thriving. They feel wiser, sexier, more confident, more powerful, more energized, and, paradoxically, younger than ever before, and yet they do not see their experience in ads. Often, ads targeting them focus on products for aging, slowing down, or desperately seeking ways to look and feel younger. 

Women want accurate representation, and they put the onus of responsibility on brands.

1. Most women believe brands should advance women’s issues.

2. Most women believe brands should play a role in advancing gender equality. 

3. Most women believe brands should actively debunk gender stereotypes. 

Though it’s been five years since our women over 40 research, our taboo research shows similar sentiments amongst women of all ages. 

Two of the three segments we identified, Boundary Pushers and Female Favorers (which combined account for about two in three women overall), are more likely to say ads promote unreasonable standards for women and that brands need to move society forward. 

Research from the International Journal of Advertising found that women ages 53-71 want ads to convey a sense of belonging, show age-appropriate attractiveness, and show a woman of purpose. 

Are you listening? 

Meet women where they are

If you want access to women over 40 (and their immense spending power), stop ignoring them. Stop assuming you know their story. Start listening. 

1. Take responsibility. Hell, make it your mission to do right by women and use your advertising power and influence to champion accurate representation. You’ll win fans among women over 40 who will be more likely to support your brand. 

2. Go below the surface. Creating an ad featuring SUPERMOM is low-hanging fruit. Do better. Show women living complex, purpose-driven, diverse lives. Not all women are mothers. Some women are mothers — and so much more. Nuance is your friend here. 

3. Complexity is also your friend. Challenge yourself to create ads that show purpose, meaning, self-determination, personal and professional growth, belonging, and more. You know, the actual experiences that help women feel seen and heard. 

Mastering complexity is no small task. Let us help! Email us at info@fancynyc.com for creative direction and woman-forward quality control. In the meantime, you can continue learning more about women’s perspectives by downloading our executive summary.

In the last few months, we’ve discussed the importance of creating ads that do right by women. We’ve stated our case, based on our research insights, why how you portray women in your ads matters. But now we’ve reached the chapter that explores what’s behind the screen or page; we’re going to the heart of the matter.

Women need to “write” the story in advertising. They need to be involved in the process — in leadership, product development, creative direction, and more.

Even the most dedicated-to-progress ad man will never understand what it’s like to exist as a woman. So if you want to communicate effectively with women, reach them, and connect with them, you need women’s voices behind your brand.

Women trust women.

Advertisers are tasked with building trust in the brands they represent, a tall order with evolving consumer attitudes and the many moving pieces involved in a buyer journey. What makes a consumer trust a brand anyway?

According to the Edelman Trust Barometer, 53% of people say trust is the most important factor in deciding whether to buy from a new brand, second only to price and affordability. Additionally, most people (64%) want brands to serve as a reliable source of information, and 70% of people avoid ads, instead seeking information about products and services from subject matter experts or people they know.

Your takeaway: Building trust is vital for brand engagement and requires authentic, accurate information from people that can reflect lived experiences back at your consumers. An ad that comes across as a caricature will do little to build that oh-so-essential trust.

Our research shows that the voice behind the brand matters immensely.

Boundary Pushers and Female Favorers are more likely to say they’d rather purchase products and services from women-owned businesses. Of course, there’s little you can do about that if you're creating an ad for a brand owned by a man. However, you can elevate women’s voices throughout your creative process. Put a woman in charge of the creative process. If she’s already guiding it, listen up. Ask for feedback from other women on the team; it’s important to consider the various perspectives women hold on a product or service. As a friendly reminder, women are not monoliths and shouldn’t be treated as such in your ads.

While purchasing from a brand with a woman at the helm can motivate some women, discernment is the name of the game; flashing your female founder isn’t enough if your products and services do not meet women’s needs.

Two in three women say a product or service designed by a woman inspires them to engage with a brand. If a woman had a say in how the product works, they trust (there’s that word again) the design takes into account how a woman would use a product, including how her body works and her lifestyle.

Since there’s such a strong historical precedent of exclusion in product design, it’s unsurprising that over half of women want to engage with brands that offer a product or service designed specifically for women. It’s been a desert for women in certain industries or product categories, and we’re ready for useful products (that keep us safe, which is the bare minimum).

The icing on the cake? Advocacy and social change. Over one in two women say they’re apt to engage with a brand that makes a point of elevating the voices and needs of women.

Brands that elevate women’s issues also benefit from insulation when they make mistakes, which are hard to avoid in today’s fast-paced advertising world. The top reason women will give a brand the benefit of the doubt if they tweet something that comes across as unsupportive of women is if the brand has a history of supporting women’s causes. Respondents from the linked source rated this factor more important than the brand having women in top leadership positions.

Why does this matter?

It’s not enough to tokenize women involved in your products/services. The proof must be in the product/service and how you advertise it. You need to provide a platform for dialogue, show your products/services are designed by and for women, and make your products fit women's needs.

Yes, women are drawn to companies owned/run by women, but that’s not enough. The consumer of today is savvy and does her research. She wants to know you put your money where your mouth is. Are women at the table? What’s your parental leave policy? Do you offer flexible options so women can raise kids and achieve career success? Do you pay women the same as men? Do you have women on your board? How many?

What are you doing to bring women’s issues into the light? What are you doing to make the changes women want?

Big questions. Important answers.

Let’s work through them together. Email us at hello@fancynyc.com to transform your advertising (and the world). Feel free to download our executive summary for more helpful insights about women and advertising.