Queens of Consumption

According to Ernst & Young, the global incomes of women around the world are predicted to reach $18 trillion by 2018. That’s a massive amount of spending power. And not only do women have spending power, but they also influence what others buy (think about how your girlfriend guided your decision to give your mom that nice Capri Blue candle for Christmas). Their reach stretches across markets as, even today, women are the primary caregivers for

children and elderly in almost every society around the globe. And they buy on behalf of all the people in the queendoms they rule. We know your dad didn’t pick out those cool Nikes, no one besides your mother is thinking about Grandma’s 73rd birthday, and the only cologne that matters is the one that smells best to your girlfriend.

The Stories that Consume Them

Combine this data with the insight that good storytelling in advertising is a brilliant way to engineer authenticity, trust, and discovery among clients and you almost have a foolproof recipe for success. We know storytelling is a natural part of the human experience. When brands can communicate in a meaningful way they can evoke emotion from their audiences and develop personal connections with consumers. No matter the medium, thoughtful storytelling distinguishes a good brand from a great one.

Now, you have your target audience and know how the message needs to be conveyed, but somebody has to create the story. Women are intuitive and have a sixth sense for sniffing out bullshit. They want authenticity. They want a good story that touches on a human truth they identify with. Nobody wants to be served a “make it pink” ad. We’ve seen how those have failed in the past (lookin’ at you, Bic). It becomes obvious: the better the story, the higher the profit margin. So, who can give the ladies what they want?

The Storytellers They Need

The answer is clear: it’s other ladies. They know the stories that need to be told and how to tell them. Female creatives hold the key to the most powerful consumer insight; so hire them. And then when you do, treat them like they matter. Hold women to a high esteem so clients will do the same. When you introduce them, take a moment to remember that unlike their male colleagues, the client may choose to ignore the women in the room or assume they are there just to take notes. This might be because your female creative doesn’t look like she knows anything about, let’s say… golf — but she does. She won the longest drive under 30 at the Clover Stornetta Classic AND she’ll be the one convincing everyone to buy clubs from the people who just ignored her. When females feel like they are legitimate players in the conversation, the story gets better.

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