Moments of female roles’ conflict: Make your Brand an active mediator

The strategic objective of a brand is to seize a consumption moment and discover its nature and core characteristics, in order to create a new brand perception or image and become the first at owning a perceptual territory. Research conducted among 150 women proved that all territories can be fertile for brands to advertise to women: it is a matter of how a woman relates to each occasion.

Women feel empowered when they are the protagonists in occasions that they actively create or that they just happened to take an active role in. They take pride in occasions where their achievements enhanced their stereotypical key role (Mother role for moms) or gave them peace of mind. Alternatively, they may feel guilt when a role other than their stereotypical role took the lead, but also carefreeness when this just happened and they didn’t have an active part in it. Our research has shown that women spend more money more easily when they take pride in their purchases, meaning when they believe that through these purchases they enhance their stereotypical role.

So how can a brand become a mediator in cases of role conflict for female consumers? Context-driven approaches are expected to bring better results.