“She” Isn’t a Segment—She’s a Growth Strategy

By Stacy Graiko
Managing Partner
Voxelle Insights
Philadelphia, Pennsylvania
stacyg@voxelleinsights.com

 

CLICK HERE for Spanish translation by Pablo Gutierrez
LEXIA Insights
Mexico City, Mexico
pablo.gutierrez@lexia.com.mx

 

 

 

Women are an economic force, whose purchasing power and influence continues to grow—but “she” doesn’t look like she looked 20 years ago.

Approximately 50 percent of the global population is female, translating to around 171 million women in the U.S.¹ In the U.S., this demographic is predominantly White, with significant Hispanic and Black, and fast-growing Asian groups.² Adding to this is the “women+” population, which includes cisgender women, transgender women, non-binary individuals, and femme-identifying people—each of whom may possess unique consumer behaviors that traditional marketing models often overlook.

Statistics highlight that women make 85 percent of household spending decisions across various categories, and their influence is growing in traditionally male-dominated areas such as automotive, real estate, and home improvement, as more women assume head of household roles as primary earners.³

Women influence others, through their nature as highly connected, social beings. Decades of research show that word-of-mouth drives trust—and women are powerful amplifiers. Nielsen finds that recommendations from people we know are the most-trusted advertising channel globally,⁴ and industry analyses report that the vast majority of women share deals and online recommendations with others.

All told, women are a substantial and powerful segment of consumers that warrant a more sophisticated understanding from businesses that sell products and services.

Where We Have Been: Looking at Women as a Broad “Segment”

In the early 2000s, marketing to women began a transformative journey. Previous decades had relied heavily on stereotypes, depicting women primarily as homemakers, nurturers, or passive consumers—narratives crafted more by the advertising industry than by the actual experiences of women. The emergence of agencies like Just Ask a Woman, founded by Mary Lou Quinlan, and Frank About Women, which originated within the ad agency, Mullen, marked a pivotal change. These firms focused on women’s insights, challenging the industry’s default approach of treating women as a homogenous group.

By leveraging sharper demographic lenses, generational insights, and early psychographic profiling, these agencies uncovered the motivations behind women’s purchasing behaviors. Campaigns shaped by their research were undeniably more relevant than earlier iterations, yet they still relied on broad categorizations, such as “working mom,” “empty nester,” or “career woman.” This approach overlooked the nuances and diversity within these segments, limiting the effectiveness of marketing efforts.

Fast forward two decades, and the consumer landscape has become exponentially more complex. Women now comprise a rich global tapestry of cultural identities, languages, ethnic traditions, religious beliefs, and lived experiences. They are connected across continents through technology, while firmly rooted in local realities, that significantly influence their spending, saving, advocacy, and shared behaviors. Treating “women” as a single segment in 2025 is not just insufficient—it’s a missed opportunity, leaving brands blind to valuable microsegments that are ripe for exploration.

Where We Must Go Next: Finding the Microsegments of Women

Today’s women consumers form vast, culturally diverse ecosystems in which purchasing decisions are influenced by unique intersections of identity. Consider the following:

• Race and Cultural Heritage. While race and culture are distinct, they are interconnected in shaping individual and group identities. Studies find that cultural backgrounds significantly influence consumer behavior. This means that understanding cultural nuances is essential for marketers aiming to connect authentically with women from various backgrounds.⁵
• Religious Practices. Faith shapes dress codes, dietary choices, and media consumption. According to a report by the Barna Group, approximately 43 percent said they would be more likely to buy from a company that manages according to Christian principles; approximately 37 percent said they would be more likely to buy from a company that embraces the Christian faith.⁶ By acknowledging the role of religion in shaping values and purchasing decisions, brands can develop more effective marketing strategies, foster deeper connections with their audience, and ultimately drive sales and growth.
• Migration and Diaspora. Immigrants and their descendants merge multiple cultural influences, resulting in hybrid preferences across fashion, food, and technology. As of 2025, there are approximately 23 million female immigrants in the U.S.⁷ This significant demographic plays a crucial role in the U.S. economy and consumer landscape. Brands that offer products catering to the specific needs and preferences of immigrant women—such as culturally relevant foods, clothing, or beauty products—are more likely to succeed. Immigrant women often rely on their social networks for shopping decisions, leading to collective purchasing behaviors and potential growth for brands with relevant products and services.
• Life Stage within Culture. A woman’s age and generational cohort significantly influence her shopping decisions, brand loyalty, and purchasing patterns. This is a common way brands think about women—and a reasonable foundation on which to layer other experience elements like cultural background and religious tradition.

When well-researched, these dynamic identities can inform the creation of deeply meaningful messaging, relevant products and services, and efficient user experiences that resonate with women. Whereas, early 2000s marketing aimed to speak to “her,” the contemporary objective is to discern which “her” is being referenced, in what context, and at which moment. Brands today must navigate the intricate intersectionality that defines effective marketing to women.

Considerations for Researchers on How Brands Should Use Microsegments

Here’s a strategic approach to effectively align research efforts with business objectives, ensuring that insights are actionable and relevant.

Step 1: Understand the Client’s Business Objective

Engaging with the client to gain a comprehensive understanding of their objectives will provide a foundation for effective segmentation.

For example, if the goal is to market a new technology solution to women, an initial opportunity analysis might include a competitive review to identify white space among the microsegments.

Step 2: Identify Relevant Microsegments

Once the business objective is established, the next step is to identify the most relevant microsegments of women that align with this objective. Consider the following:

• Which microsegments of women are most likely to find the brand relevant to their life goals and respond positively to marketing?
• Which microsegments are most valuable to the brand?
• Which microsegments can the brand best serve with its products and services?

Step 3: Dive Deep into Microsegment Opportunities

Once microsegments are identified, researching them is the fun part.

Qualitative research with microsegments demands a nuanced approach. It’s crucial to meet the microsegment where they are and engage with them in ways that feel organic. In many cases, this means taking the focus group out of a traditional facility or off Zoom.

Keeping in mind the social nature of women, research approaches will naturally fall to social environments where women can build upon and learn from each other’s thoughts and ideas.

Here are a few tactics to consider when conducting qualitative research for microsegments:

In-home house parties that feel more like luncheon or cocktail parties than interrogative research. You can fully recruit these parties or delegate a woman to invite five friends. Think of this as an extended ethnographic environment, and take advantage of the cues the home and family dynamics add to your understanding of the category and its use.

Technology solutions are a must-have when getting to know microsegments—especially younger ages that stay connected to each other through Snapchat, WhatsApp, and BeReal. But, because of social posturing that can take place in these channels, conduct at least a small portion of the research in person or over Zoom to understand the more nuanced psychological components of the microsegment.

Psychological profiling can be helpful in understanding where women’s consumer psychology and microsegment psychology overlap and diverge. Dimensions of female consumer psychology, such as the need for meaning and connection, and distinct needs from brands, such as task enablement and reducing mental load, can be nuanced by microsegment, providing more direction for brands.

Step 4: Activate Female Microsegments

Effective targeting strategies can and should incorporate both online and offline elements to maximize engagement and reach diverse consumer groups.

Brands can leverage traditional media, such as print advertising, radio, and television to target specific microsegments by tailoring messages to resonate with the interests and preferences of those groups. Direct mail campaigns can be highly personalized, based on demographic and psychographic data, allowing brands to send customized offers or information to specific segments.

In-person events, community engagement, and experiential marketing can be powerful ways to connect with microsegments. Brands can host workshops, pop-up events, or local sponsorships that cater to the interests of particular groups, fostering deeper relationships and creating memorable experiences.

Marketing becomes significantly easier with well-defined targets, allowing:

• Tailored messaging that speaks directly to unique motivations and challenges
• Communication channel selection
• Product customization and innovation
• Feedback mechanisms to continuously gather insights and ensure that marketing efforts remain relevant and effective

Going Forward

For qualitative, UX, and quantitative researchers, the transition to microsegment-­focused, culturally fluent, and always-on research is not merely a trend; it is the new standard for relevance. This approach delivers:

• Greater depth of insight. Participants feel understood, leading to more nuanced findings.
• Better ROI. Insights become applicable across multiple categories that women influence.
• Future-proofed strategy. Cultural fluency mitigates risks in increasingly diverse markets.
• Agility. Continuous listening enables brands to identify shifts in consumer behavior before competitors react.

Brands that prioritize co-creation and actively engage women in the decision-­making process see tangible benefits.⁸ Research shows that companies that foster collaboration and innovation experience increased customer loyalty and higher sales.⁹ By positioning themselves as partners rather than just sellers, these brands can differentiate themselves in a crowded market. Here are a few examples of successful campaigns focused on women microsegments.

Dove’s “Real Beauty” Campaign

A landmark study in 2004 revealed that only 2 percent of women worldwide considered themselves beautiful, highlighting a significant gap between societal standards and self-perception.¹⁰ The Dove brand actively involved women in discussions around beauty standards, gathering insights from consumers about their experiences and feelings related to beauty. This input was crucial in shaping the campaign’s messaging and visuals to ensure they reflected real women’s experiences.

Launched in 2004, the campaign featured real women of diverse shapes, sizes, and ethnicities, moving away from traditional beauty ideals often depicted in advertising. By inviting consumers to share their personal stories and perspectives, Dove created a powerful dialogue about the importance of authenticity in beauty representation. This inclusive approach resonated deeply with female consumers, fostering a sense of community and empowerment.

The campaign generated remarkable buzz, resulting in free media exposure worth 30 times Dove’s initial spend. The most tangible result of the campaign’s success was
reflected in Dove’s finances. The company experienced a remarkable 10 percent increase in revenues within a single year.¹¹ The campaign not only boosted brand loyalty among women but also established Dove as a leader in advocating for real beauty and self-­acceptance. This focus on authentic representation has since become a cornerstone of the brand’s identity, demonstrating the effectiveness of engaging consumers in meaningful conversations. The success of Dove’s Real Beauty campaign highlights the significant benefits that can arise from prioritizing inclusivity and genuine consumer engagement in marketing strategies.

P&G’s Always “#LikeAGirl” Campaign

P&G conducted significant research with girls, including focus groups and interviews, regarding self-esteem and gender stereotypes, and challenges related to confidence and societal expectations. The brand tested its campaign messaging with various audiences to ensure it resonated authentically and avoided stereotypes. The insights gained from this research informed how the campaign was framed, ensuring it captured the voices of the target demographic effectively. Launched in 2014, the campaign encouraged girls to share their stories about confidence and empowerment, ensuring that the messaging was authentic and relevant by incorporating input from young women.

The impact of the #LikeAGirl campaign was significant. The program garnered more than 290 million social impressions and 133,000 social mentions with #LikeAGirl (99 percent positive/neutral) in the U.S. alone and increased Always Twitter followers by 195.3 percent.¹²

The Road Ahead

From the early advancements made by Just Ask a Woman and Frank About Women to today’s emphasis on cultural fluency, the evolution of marketing to women underscores a larger truth: markets thrive when consumers feel acknowledged in their entirety.

Ultimately, when research honors the complexity of women, it transcends the creation of better campaigns. It leads to the development of improved products, enhanced experiences, and a better world for everyone influenced by these efforts.

References

1. U.S. Census Bureau. “National Population by Characteristics: 2025.” Washington, DC: U.S. Department of Commerce, 2025.
2. U.S. Census Bureau. National Population by Characteristics: 2025. Washington, DC: U.S. Department of Commerce, 2025.
3. Nielsen. “Wise up to Women.” Nielsen Insights, March 2020.
   www.nielsen.com/insights/2020/wise-up-to-women
4. Numerator. “Breaking Stereotypes: The Women Driving Sales in Male Centric Categories.” Report published by Numerator via Supermarket News, April 19, 2023.
5. Nielsen. “Global Trust in Advertising,” 2023.
6. Barna Group. “Do Americans Support Christian Businesses and Brands?” Ventura, CA: Barna Group, 2024.
7. Migration Policy Institute. “Female Immigrant Population in the United States,” 2025.
8. Boston Consulting Group. “The $32 Trillion Opportunity in Women-Focused Products and Services.” Boston Consulting Group, 2024.
9. Franke, Nikolaus, and Martin Schreier. “Perceived Brand Value and Brand Co-Creation Attitudes through eWOM: A Typology of Co-Creator Digital Users.” Expert Journal of Marketing 8, no. 2 (2020): 68–81.
10. Unilever. “Dove Real Beauty Campaign.” White Paper, 2004. https://clubofamsterdam.com/contentarticles/52%20Beauty/dove_white_paper_final.pdf.
11. The Brand Hopper. “Case Study: Dove Real Beauty Brand Campaign.” January 6, 2024. https://thebrandhopper.com/2024/01/06/case-study-dove-real-beauty-brand-­campaign.
12. Institute for Public Relations. “Always #LikeAGirl: Turning an Insult into a Confidence Movement,” 2015. https://instituteforpr.org/wp-content/uploads/Always-LikeAGirl-Turning-an-Insult-into-a-Confidence-Movement.pdf.