Throughout the years, society has developed certain patterns around the roles people are expected to have, but those roles continue to change. Marketing has to evolve with those changes. Today, marketers increasingly use customer data, behavior, and intent to identify the right audience and place the right content in front of the people most likely to make the purchase. The use of AI has made this process even more precise by helping companies analyze interests, engagement, and buying signals. (Council, 2022)
Women, in particular, have experienced an important change in their economic role. Historically, expectations around marriage, motherhood, and domestic responsibilities influenced women’s participation in paid employment. Women’s employment has become much more continuous across generations, including after childbirth, reflecting a broader cultural shift in women’s economic participation. This does not mean that inequalities or biases have disappeared, but women today are more active in professional careers, income generation, and economic decision-making. (Goldin & Mitchell, 2017)
(Brennan, 2022) also argues that companies should not assume someone is not the decision-maker because of gender or age. As women’s workforce participation, education, and control of wealth have increased, brands need to update the assumptions they use to understand their customers.
For luxury marketers, this means recognizing women as independent consumers with their own income, preferences, motivations, and definitions of success. A luxury watch, handbag, or piece of jewelry may represent achievement, self-expression, craftsmanship, or a personal milestone.
Luxury brands cannot understand today’s female consumer through yesterday’s assumptions.
Staying culturally relevant means understanding how the role of women continues to evolve and making sure that the way brands communicate evolves with it.
Bibliography
Brennan, B. (2022). How To Be Culturally Relevant To The Women’s Consumer Market.
Forbes.
Council, F. A. (2022). 15 exciting ways to leverage artificial intelligence in marketing and
advertising. Forbes.
Goldin, C., & Mitchell, J. (2017). The New Life Cycle of Women’s Employment: Disappearing
Humps, Sagging Middles, Expanding Tops. Journal of Economic Perspectives.