Charlotte Wilkinson, Founder of Hello Sister, Singapore, shares why it's important for brands to understand and support women, particularly as more and more female consumers control the household decision making process, and a 1/3 of the global economy. Charlotte also shares the results of her research when it comes to women and their thoughts on branding and advertising. This presentation forms part of the online Festival of NewMR webinar series. Presented by Charlotte Wilkinson from Hello Sister.

1. The Festival of NewMR, March 2020 The Festival of NewMR, March 2020
WHAT WOMEN WANT
(Hint: It's Not Hello Kitty)
Charlotte Wilkinson
Hello Sister

2. The Festival of NewMR, March 2020
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3. WHAT WOMEN WANT
(Hint: It's Not Hello
Kitty)

4. FAST FEMALE FACTS:
• The Female Economy is now worth US$28 Trillion – that’s bigger than the combined
wealth of China and India, which means we control 1/3 of the global economy
• In Asia women make 90% of household decisions across most categories
• Over 70% of women in SEA feel that they have more financial independence than
even 10 years ago so we are experiencing seismic shifts
• Women are becoming more and more educated, globally, in 2016 72% graduates
were female

6. HOWEVER……
76% don’t believe or
trust most advertising
they see or hear
84% feel brands
don’t understand them
as a woman
Source: Hello Sister survey N-5425 Women across SEA
75% would switch
brands if they felt that
a brand didn’t treat or
show women fairly
68% say that a
women’s focused
brand has made them
feel bad about
themselves

7. WE AS AN INDUSTRY NEED TO BETTER
UNDERSTAND, ENGAGE AND IGNITE
TO ARRIVE AT SMARTER INSIGHTS

8. “ JUST BECAUSE I’M A
MOTHER DOESN’T MEAN
MOTHERHOOD IS
EVERYTHING I THINK OF ALL
THE HOURS IN THE DAY”
- Mum Manila
70% feel brands talk to them about only one thing
and ignore the rest of their life

9. SO WHERE CAN INSIGHT HELP?
WOMEN ARE MULTI-DIMENSIONAL SO WE NEED MULTI DIMENSIONAL APPROACHES
Don’t talk to her from a one dimensional perspective or viewpoint – she may be a mother, beauty lover
or business woman but she plays many roles all of which influence her role as another
“I run a $5 Million business but they are talking to me about smart saving as a mother?! “
SME owner and mother - Singapore
INFORMAL FGD’s IN HOME DI’s DIARIES SOCIAL MEDIA
TRAWLS
SHOPALONGS PRE - TASKS COMMUNITIES

10. “ I’M NOT JUST A
CUSTOMER I CONSIDER
MYSELF AN INFLUENCER
TOO – I BLOG AND
PROMOTE BRANDS I LIKE” -
35 Year old Singapore
52% are posting content 2-3 times a week
73% rely on blogs and influencers for trusted
information about new products and brands OVER
advertising

11. WHEN INFLUENCERS ARE TRUSTED MORE THAN BRANDS
WE SHOULD BE INVOLVING DECISION INFLUENCERS AND COMMUNITY KOL’S AS PART OF THE INSIGHT PROCESS
Whether we like it or not women trust influencers more than they trust brands these days, so tapping
into info sources is key to understanding journey touchpoints and decision making
Women on average in the region have 24 ‘close’ friends they share all opinions with, and an average
social media reach of over 400+ people
OPINION
FORMERS
INFLUENCERS
INSIGHT ONLINE
FORUMS
CLOSED
NETWORKS
CO- CREATION
RESPONDENTS AS
RESEARCHERS

12. SO WHAT ARE WOMEN
SEEKING?

13. THERE ARE SOME CONSISTENCIES:
Women are twice as likely to
complain about service than Men
– ( imagine call centre terror
and fury)
85% of women would buy
products that deliver a purpose
which fits their values
Women are more sensory and
visually led than men when
decision making
CS SOLUTIONS NEED TO
BE MORE FEMALE
ORIENTED
PURPOSE IS IMPORTANT
BUT IT NEEDS TO BE
AUTHENTIC
STRIKING THE BALANCE
OF OMNICHANNEL IS
KEY

14. THERE ARE SOME CONSISTENCIES :
Women seek approval of
others, so communities and
collective thinking is important
Storytelling is the most powerful
connection for women
Un-stereotyping there is a
rejection of traditional roles
COLLECTIVE POWERS
ARE STRONG – MAKING
OR BREAKING BRANDS
AND CAUSES
THIS NEEDS TO APPLY TO
INSIGHT STORIES TOO
COMMS NEED TO
REFLECT NEW REALITIES

15. WE SHOP DIFFERENTLY:
Women are more likely to
shop around for a bargain
( good value not necessarily
cheap)
Despite its advantages women
are significantly more likely to
be dissatisfied with online
shopping than men
We demand more dialogue
yet don’t want to be sold to
DEMONSTRATING VALUE
BEYOND PRICE
BLEND OF ONLINE AND
OFFLINE RETAIL
EXPERIENCE IS NEEDED
BRAND COMMS NEED TO
ADD VALUE AND NOT
ALWAYS SELL TO HER

17. WOMEN AS A COLLECTIVE ARE SHAPING BUSINESS
TRANSPARENCY
CONCERN FOR KIDS
FUTURE
DON’T TRUST
ADVERTISING
88% want and
expect
transparency from
brands and
business
95% are
concerned enough
to feel they need
to change
behaviours
76% don’t believe
or trust most
advertising they
see or hear
Source: Hello Sister survey N-5425 Women across SEA
SUSTAINABILITY
72% want to
improve the world
around them

18. BRANDS WHO SUPPORT WOMEN WILL SUCCEED:
• Gender Equality within businesses is proven to drive growth and profit
• The rise of #Femecomony, #financialfeminism #metoo etc has also alerted savvy
brands to the need to be more transparent with women
• We as consumers also skew preference to brands who are strong for women or
women led
• 79% would try your product or service if positive towards women
• 80% would solidify their brand loyalty if they felt they were fair to women
• 51% would give a company a second chance if a product or service missed the
mark the first time.
Source: Hello Sister survey N-5425 Women across SEA

19. The Festival of NewMR, March 2020
Q & A
Sue York
NewMR
Charlotte Wilkinson
Hello Sister

20. The Festival of NewMR, March 2020
Sponsors
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Silver