Pro-Female Ads Influence Women’s Purchase Decisions

October 14, 2014

SheKnows-Womens-Attitudes-Pro-Female-Ads-Oct2014A slight majority of women have bought a product because they liked how the brand and its advertising portray women, reports SheKnows in recent survey results. The study, which analyzed women’s perceptions of fem-vertising (“advertising that employs pro-female talent, messages and imagery to empower women and girls”), also found that 46% of respondents have followed a brand in social media because they like what the company stands for.

The survey is the latest piece of research surrounding media portrayals of various consumer segments and the influence those portrayals can have. For example, recent studies have shown that:

On an encouraging note, more than 6 in 10 women surveyed by SheKnows believe that any brand can enter the pro-female ad space, and more than 9 in 10 are aware of at least one pro-female ad campaign, per additional survey results reported by AdWeek. Brands that are getting it right include Dove, Nike, Hanes, Playtex and Sears, according to the survey.

Notably, roughly 7 in 10 respondents believe that brands should be held responsible for using their ads to promote positive messages to women and girls. That ties into a broader push for brands to take center stage on social causes. Consider that:

For women responding to the SheKnows survey, ads can both help and hurt. Some 94% believe that portraying women as sex symbols in ads is harmful, while 81% said that pro-female ads are important for younger generations to see.

In all, the SheKnows survey is another indication that brands should pay careful attention to the way they portray consumers in their advertising, and that consumers will welcome positive social messages. Authenticity is, of course, also important.

About the Data: The results are based on a survey of more than 600 women fielded in September 2014.

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