Brands need to break away from stereotypical gender bracketing: Experts

The new age woman is a trailblazer in several fields and has her own set of aspirations and expectations, which brands need to recognise and address. The traditional marketing methods are no longer relevant or adequate while engaging with today’s women, as she has travelled a long way, and her outlook, demands, and needs have evolved with time.

Today, women are driving businesses with equal panache as she is managing her home and family. Women are making the choice to be single mothers, taking solo vacations, turning entrepreneurs, taking the top seat in boardrooms, and even becoming successful farmers, preserving traditional crafts and cultures, crafting newer narratives in the fields of filmmaking, and so much more.

To shed further light on the new age women and how brands need to recalibrate their marketing strategies, the latest edition of Adgully’s #GullyChat, held on February 23, 2024, focused on “Brand Mantras to Engage with the New-Age Woman.”
Adgully brought together a distinguished panel of industry experts to take forward this pertinent discussion:
Akanksha Jain, Head - PR & Communications, BharatPe

Anubhuti Sharma, Founder, Impresario Global
Harpreet Kapoor, Chief Business Officer, Konverz.ai Partner, Kognoz
Monalisha Thakur, Co-founder & CMO, Tummoc
Monica Becerril, Co-founder & Chief Marketing Officer, Unived
Shivani Kamdar, Associate Creative Director - Content, Socheers
Shweta Munjal, Vice President & Global Head Corporate Communications & Sustainability, Lupin
Sukrati Gagrani, Head of Communications, Toprankers

How can brand mantras resonate with modern women’s values amid evolving societal roles?

Monalisha Thakur, Co-founder & CMO, Tummoc: “#NewAgeWomen seek authenticity and empowerment. Brands that champion inclusivity, innovation, & resilience resonate deeply. It is about aligning values with actions, not just talking about what we stand for, but demonstrating how we uplift and inspire.”

Anubhuti Sharma, Founder, Impresario Global: “Brands need to break away from stereotypical gender bracketing and focus more on messaging centred on quality, trust, personalisation and customised brand positioning. We need to revisit the word ‘modern’ and its meaning. Women now exercise a relatively substantial economic influence owing to their evolving financial prowess. So, the mantra for any brand will benefit from an authentic appeal to values that have come to define today’s consumer.”

Monica Becerril, Co-founder & Chief Marketing Officer, Unived: “Creating brand mantras that effectively resonate with modern women requires a deep understanding of their diverse perspectives and evolving roles in our society, and avoiding stereotypes and embracing a broad spectrum of identities, experiences, and perspectives.”

Sukrati Gagrani, Head of Communications, Toprankers: “Even a brand like Bumble states, “Make the first move”, championing women’s agency in dating and networking, breaking traditional gender norms. Brands can resonate with modern women by challenging traditional standards. For example, Dove promoted authenticity and self-acceptance by celebrating diverse representations of beauty.”

Harpreet Kapoor, Chief Business Officer, Konverz.ai Partner, Kognoz: “Modern and new age women need to embrace their feminism. The brands need to showcase the true power of Shakti.”

What strategies empower brands to craft inspiring mantras for today’s women?

Akanksha Jain, Head - PR & Communications, BharatPe: “Brands can run a focussed campaign to bring to life stories of inspiring women whose work has impacted society at large. Their journey, struggles and successes can inspire millions and also help brands build a stronger connect with their audience. Brands need to conduct thorough research to grasp what is valued by new-age women, their aspirations, and challenges effectively. They need to spotlight women’s strengths, resilience, and capabilities prominently in brand messaging.”

Shweta Munjal, Vice President & Global Head Corporate Communications & Sustainability, Lupin: “It is important for brands to craft mantras beyond mere words – ones that resonate (deeply) with the TG through authenticity, inclusivity, and not-to-miss, compelling storytelling. For example, Nike’s iconic ‘Just Do It’ mantra, which transcends market rhetoric to a CTA for women to embrace their strength.”