What Women Want ?
2018 was a special year for women in the UK, as it marked the centenary of the 1918 Suffrage, when (some) women were granted the vote. This was the beginning of a new era, when women were treated as individuals rather than represented by their fathers or husbands, who are able to think for themselves. Brands started to see women as consumers in their own right. To celebrate this journey of emancipation, engagement and empowerment, Kantar created the #WhatWomenWant programme, bringing together a century of outstanding examples and milestones in marketing to women, in one extraordinary exhibition.
Throughout the past 100 years, much of the marketing industry has been considered to be contributing to the diminishing view of women by society. Nonetheless, over the decades, there have been standout examples of brands that have consistently focused on issues that matter to women, giving women a voice, power and confidence. The #WhatWomenWant exhibition, which took place in November 2018, was an exhibition of those standout moments with a vision to elevate them and challenge the rest of the marketing industry to live up to these standards – for a future of true gender equality. The exhibition was a focal point of a curated programme of events including Best Practice workshops which featured speakers from brands such as Unilever, Sport England, Mattel, ASOS and Diageo.
The aim of the #WhatWomenWant programme is to demonstrate that by connecting with women in a meaningful way, brands can achieve better business results and increase customer loyalty.
"Smart organizations— and those that succeed over the next decade and beyond—will understand that the 21st century is the ‘Women’s Century.’ Women’s economic empowerment and entrepreneurial growth will drive the world’s economy. It’s not a matter of ‘if’ — but rather a matter of ‘to what heights’."
Muhtar Kent, Chairman of the Board & CEO, Coca-Cola