"Evolutionarily speaking, the male must bring home the bacon. No Dilly-Dallying. No excuses. The male is in the now and, above all else, is a pragmatist," Brand Strategy Insider reports.
It adds: "The female is oriented to the conceptual, to underlying dynamics, to the relationship between things, and stability over the long-term. The female understands and sees patterns over time."
The report issues principles that make a brand more appealing to women. These include authenticity rather than immediate appearance, quality- not just quantity and connectedness.
"Recognise that markets are numbers and that markets can be counted and the goodies duly noted. But numbers are not people. Women are people and people have personal feelings and social intentions," the report notes on its principle to consider their audiences as a society, and not just a market.
Forbes reports that to appeal to the millennial woman, brands should seek to inspire her, think visually and build 'age elasticity'. CNN reports that brands targeting women prosper when they work to challenge gender norms and empower women and girls.
"Fifty-two per cent of the more than 600 women surveyed online nationally said they have bought a product because they liked how the ad for it portrayed women, and 71 per cent of those surveyed said they believe brands should be held responsible for using their ads to promote positive messages to women and girls," CNN reported in its piece, Femvertising: Ads targeting women do plenty for brands.