Circa 2009, a chat in the creative brainstorm goes “So our new client wants to create an experience that targets women”... “Oh fine that’s easy”.... “ Get some diet coke, make sure there’s lots of flowers and some nice hand-soap in the bathrooms. They love a photo-backdrop too, whack one of those in.”  

Believe it or not, conversations like that used to happen. Little thought was given to the actual emotional and cultural drivers of the female attendee - what is important to them other than their gender, for example locality, culture, age, income and social connections?   

The consideration was usually very basic, ignorant, obvious and lazy.     

Fast forward to 2024 and the landscape has significantly evolved, with modern marketing demanding a more nuanced and inclusive approach to designing experiences for women. We have moved away from gender-specific experiences that risk alienating individuals. Instead, we prioritise understanding the diverse personalities, needs and emotional drivers of consumers, irrespective of gender.

It’s about creating experiences for people, not stereotypes or stats.

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