Marketers need to rise above stereotyping single women, says Dentsu’s Louise Veyret
Brands need to market to single women “without stigma” and “rise above the social stereotypes”, Louise Veyret, Dentsu Aegis Network’s head of knowledge and research services has said.
The comments come as research co-commissioned by 9Honey and Dentsu Aegis Network’s Amplifi, revealed single women scored brands 6/10 when it came to understanding their needs.
Conducted by Hoop Research Group, the ‘All the Single Ladies’ study surveyed more than 500 women between the ages of 25 and 49, who have been single for more than three months and earn over $60,000 per annum.
The research suggests marketers are overlooking potential opportunities in marketing to the single female segment.
On average, women scored brand a 5.82 out of 10 when it came to visual representation in marketing content and 5.84 out of 10 for brands’ ability to understand needs.
“If we want to better represent single women and engage them more effectively it is clear that we need to rise above the social stereotypes. As single becomes the new norm, the research clearly highlighted the need for brands to better market without stigma,” said Veyret.
According to the research, 79% of women said being single doesn’t define them, 60% consider dating a chore, and 45% are active savers.
Women prioritised mental and financial wellbeing, time with family, health and diet, professional satisfaction, travel, fitness, and looking their best above finding a partner or having children.
Anjuli Plozza, head of strategy at Nine, said there were several ways brands and publishers could change the way they market to single women.
“The first is tailoring experiences to her. This probably isn’t going to come as a surprise to anyone, given the past twelve months have been all about the UX experience, but like all consumers, she expects you to tailor the experience with your brand around her lifestyle and being quite unique to what she does,” Plozza said.
She added showing women how they can invest not spend, reflecting more than a quest for marriage, exploring, rewarding success, aiding self-discovery and redefining a happy life were other ways brands could connect more closely with consumers.
“I suppose in summary the most important thing to think about is not about how society perceives these single women, but speaking to them themselves and understanding what they see in the mirror when they look.”
