The Content Standard | Skyword
When it comes to marketing to women, advertisements have historically gone a little something like this: A women on her period—always, always dressed in white—doing some glamorous activity like horseback riding on the beach. Or the token wife who diligently works to keep the family home pristine, tackling looming loads of laundry, gnarly carpet stains, bathroom catastrophes and you name it—all while wearing a smile and impeccable clothing, too.
It’s been this way for decades: Women portrayed as flawless creatures, all cut from the same cloth, and all having their unspoken but understood place in the home, office, and social arena.
But there seems to be a change in the air.
Once a male-dominated industry that either didn’t want to or didn’t know how to authentically portray women in advertisements, modern marketers are realizing that doing right by women is no longer an option—it’s a must. Especially when you consider how the rising tide of new-wave feminism, the #MeToo movement, and the Generation Z girls who are notoriously socially and politically aware are all putting pressure on the industry to either get real or risk losing their business.
But even still, some women remain pigeonholed—especially women over 40, who are either stuck with starring roles in age-specific ads for medicines, senior cruises, and incontinence products, or are completely absent from marketing efforts altogether. Rarely do we see this demographic cast as objects of desire, and only recently have brands begun to embrace the M-word—menopause—in their campaigns. But these women exist, and like their younger counterparts, they represent a large spending force that marketers cannot afford to ignore.