Stat: Nearly half of women feel misunderstood by brands

Global – Despite driving an estimated £25 trillion ($31.8 trillion, €29.4 trillion) in global discretionary spending, nearly half of women worldwide say brands don’t understand them, according to new research from Wasserman’s women-focused platform The Collective. 

The report, which surveyed nearly 9,000 women in 10 countries, reveals that 49% of women feel that businesses fail to reflect their needs, and the same percentage says that marketing still relies on outdated stereotypes. Authenticity remains critical, with 91% of women valuing it. 

‘Women are telling us what matters to them and what doesn’t,’ said Thayer Lavielle, managing director of The Collective. ‘They clearly want products that support and reflect their lives, values and priorities.’ 

The research also finds that younger women are most likely to feel misunderstood, highlighting inauthentic marketing, irrelevant products and weak emotional connection. The report urges brands to rethink reach in favour of micro trust where women are addressed as whole individuals whose lifestyles, values and identity are considered, rather than being seen as reductive demographic targets.  

Explore our New Codes of Value macrotrend report to understand how businesses can resonate with today’s consumers by delivering care, connection, transformation, resourcefulness and a sense of enoughness.