Author: Vitalija Narstyte

The Power of Women: Why Brands Need to Wake Up and Smell the Mascara

July 2025, By Katie Brown

Let’s be honest, if women had a dollar for every time a brand misunderstood them, we’d have… well, the $31.8 trillion in spending power we’re already controlling. That’s right. As of 2024, women are not just running the world emotionally, logistically, and nutritionally (via packed lunches and dinner plans) we’re also commanding the lion’s share of discretionary spending. And it’s only going up.

Yet, bafflingly, brands still seem to think “marketing to women” just means pink packaging and a token mum in yoga pants. Please.

This Is Not Just a “Female” Thing Anymore

Women’s influence on consumer spending is expanding far beyond the beauty aisle or family supermarket shop. We’re making the calls on everything from hybrid SUVs to smart home tech. But here’s the kicker: most brands still approach women like we’re one homogenous group. Newsflash – we’re not. We’re diverse, nuanced, busy, and maybe just a little tired (but still fabulous).

Between 1997 and 2019, 68% of new jobs in the EU went to women, and 31% of those were in high-paid roles. We’re not just entering the workforce; we’re upgrading it. Which means we’ve got more income and more decision-making power. Brands? Take note.

Digital, But Make It Useful

Women are thorough. Before we buy, we research. (Let’s face it, we’ve all fallen down the Pinterest rabbit hole trying to find “just the right” lamp or skincare serum.) Instagram, Pinterest, and TikTok aren’t just social platforms – they’re modern-day shopping malls, influencers are our personal shoppers, and yes, 86% of us are using social media to suss out our next purchase.

Want our business? Find us where we hang out digitally – and please don’t insult us with lazy stereotypes or #sponsored nonsense that screams “trying too hard”.

Oh, and just FYI: 71% of Pinterest users are women. It’s where ideas (and purchases) are born.

Representation Matters – But Make It Real

Here’s the thing: we want to see ourselves in your ads — but not as the perpetually stressed mum doing laundry while Dad grills sausages. In 2022, 66% of ads with women still showed them in domestic settings. Only 7% showed us in professional roles. That’s not empowerment – that’s a time warp.

And while women feature more often in ads now, it’s not just about quantity — it’s about authenticity. We want to see ourselves as we really are – ambitious, funny, multitasking queens – not just a before-and-after skincare story.

Sustainability Isn’t Just a Trend – It’s a Value

Women, especially younger ones, are putting their money where their morals are. Ethical consumption is on the rise, and women are leading that charge. We’re more likely to be critical of our own sustainability efforts (classic), but also hopeful and action oriented. We believe in small changes adding up – like switching to biodegradable bin bags or ditching brands that don’t give a toss about the planet.

So if you’re not factoring ethical values into your product and brand story? You’re already behind.

Loyalty: It’s Emotional (Like Everything Else We Care About)

Women define brand loyalty differently. We don’t just stick with a brand because it works – we stay when it feels right. We want an emotional connection. If you get it wrong (read: if you ghost us with bad service, or greenwash us), we’re out. But if you get it right? We’re yours for life – and we’ll tell our friends, our group chat, and possibly the whole PTA.

Brand loyalty isn’t just about rewards cards. It’s about trust, values, and showing up consistently. Especially across online and offline touchpoints – because yes, we shop everywhere.

So, What Should You (Yes, You) Do?

1. Know your audience. And no, “women aged 25-45” isn’t good enough.
2. Use real insights, not assumptions. We’re not just mums. Or millennials. Or “aspirational.” We’re people.
3. Meet us where we are. Online, in stores, on Instagram – and emotionally.
4. Show us real women. Not airbrushed ideals or stereotypes. Actual, relatable, aspirational-yet-attainable women.
5. Live your values. And we’ll back you with our wallets.

Still Unsure? Get Yourself ThoughtScape

At MM-Eye, we’ve developed ThoughtScape™, our AI-powered tool that taps into the emotional connection between consumers and brands – because it turns out the secret to making a woman buy your product isn’t just a discount code. It’s understanding what really matters to her.

So if you want to stop guessing and start engaging? ThoughtScape’s where the magic happens.

In Summary: Women are powerful. We’re intentional. We’re digitally savvy, ethically driven, emotionally connected, and more than ready to back brands that actually get us.

So don’t just talk to us. Understand us.

And if you’re serious about actually doing that -not just ticking a pink box – get in touch with MM-Eye. We’ve got the tools, the insights, and the sass to help you connect with women in a way that actually works.

We’re here. We’re listening. Are you?

Considered Purchases: One Journey; many paths

June 2025, By Nicola Church

If you think about everything you’ve bought in the last month, you’ll know that some purchases were quick to make. Like which sandwich to buy at lunchtime or which toothpaste to add to your weekly shop. These are impulse purchases where the decision was easy because you’ve done it before, the cost is relatively low, and the decision won’t result in significant consequences.

On the other hand, there were probably some decisions which took a bit longer – perhaps you pondered over whether to buy a new dress or wanted to buy a new dishwasher and then realised how much research was needed into different (and sometimes pointless!) new features. Any decision that takes time, emotional involvement, and financial commitment is a considered purchase. It’s not just about cost – it’s about care. From designer goods to consumer electronics, these are the purchases that involve careful research, emotional tension, and often, brand trust.

One Journey, Many Paths

Not everyone enjoys the journey to a considered purchase – some thrive, enjoying the research and looking at every option; others hate it and want to make a purchase as quickly as possible. Our research uncovered five unique personas that define how people approach considered purchases:

• Cautious: Prone to stress, needs clarity and reassurance
• Anticipator: Loves the research journey and seeks joy in the process
• More to Life: Wants efficiency, values time
• Just Do It: Decisive and goal-driven
• Impulsive: Emotion-led, especially in luxury categories

What makes this even more complex is that personas can shift depending on the product category. Thinking back to our earlier example, a buyer might be impulsive about a new dress but highly cautious about buying a new dishwasher.

Emotion Drives the Experience

Beyond logic and research, considered purchases are deeply emotional, and if brands fail to acknowledge these emotional touchpoints, they risk losing customers halfway through the journey.

In this month’s Insight Lens, we explore each persona in depth, uncovering how brands can support each persona effectively by tailoring their messages, platforms, and purchase experiences. We provide clear guidance on the nature of messages, preferred research, and purchase channels to tailor an experience that taps into the emotional needs of each persona.

Why It Matters More Than Ever

In the UK alone, billions spent each year on considered purchases such as holidays, consumer electronics and luxury goods, meaning the stakes for getting this right are huge. The difference between a lost lead and a loyal customer could be as simple as the right message at the right moment. In a noisy market, understanding your customers’ emotional and practical needs isn’t just a nice-to-have – it’s a competitive advantage.

To learn more about Considered Purchases, download your FREE copy of MM-Eye’s latest Insight Lens here Downloadable Reports – MM-Eye. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation.

SDSS 2025: How Well Does Your Brand Align with Consumer Sustainability Expectations?

Sustainability is an essential factor in consumer decision-making, shaping brand loyalty, reputation, and, ultimately, business success. Consumers today hold brands to higher standards than ever before, demanding transparency, authenticity, and measurable action in sustainability. Despite these clear expectations, a significant gap still exists between consumer desires and brand delivery, creating both a substantial risk and an exciting opportunity.

We are excited to launch today The Say Do Sustainability Study (SDSS) 2025, which explores this landscape comprehensively, providing critical insights to help brands navigate these complex waters. This year’s report draws on the views of over 3,000 UK consumers, offering a nuanced understanding of how sustainability influences perceptions, attitudes, and purchasing behaviours.

Consumer Insights: A Growing Call for Action

Our research highlights a clear sense of urgency among UK consumers. An impressive 82% speak positively about sustainability, yet 53% also express critical perspectives, revealing both enthusiasm and scepticism towards current sustainability practices. Just 6% of UK adults rarely consider sustainability, emphasising growing awareness and concern about climate change and the necessity for individual action.

Around 90% of all UK consumers wish to do more individually to live sustainably, with this sense of urgency particularly pronounced among younger generations, especially those under 35. An overwhelming 83% express a desire to adopt more sustainable lifestyles, highlighting the widespread recognition that immediate, collective action is essential to addressing the climate crisis.

Why SDSS 2025 Matters to Your Business

At MM-Eye, we believe that understanding consumer perspectives on sustainability is not optional, it’s fundamental. SDSS 2025 equips your business with the insight needed to bridge the gap between consumer expectations and your brand’s actions. SDSS provides insights to better understand consumer priorities, allowing you to strategically position your brand to inspire meaningful, positive change.

Transform Insights into Impact

With SDSS 2025, you can deepen your understanding of sustainability through detailed, data-driven insights that reveal precisely what your target audience values most. In benchmarking your sustainability performance against competitors and industry standards, you gain clarity on your strengths and areas for improvement. These insights empower you to authentically connect with consumers, fostering deeper loyalty and lasting brand value through impactful, strategic actions.

Investing in Sustainable Success

Gaining comprehensive, actionable sustainability insights is essential for future-proofing your brand. We understand that every business has unique sustainability goals and constraints, and therefore we have created flexible options to ensure all businesses, regardless of their size or current stage in sustainability, can access these critical insights.

Whether through our detailed Standalone Report at £2,500 (excl. VAT) for immediate insights or via one of our tailored subscription tiers, SDSS 2025 is structured to meet your needs. Subscription packages start from the accessible Basic option (£1,900/year), offering core insights and an individual brand performance report. Our Enhanced subscription (£3,250/year) provides deeper comparative category insights, while the Comprehensive subscription (£4,750/year) delivers full consumer landscape analysis and a dedicated purpose workshop to translate insights directly into strategic actions.

We are committed to making sustainability insights accessible, practical, and impactful for every business. This investment will help your brand confidently navigate sustainability challenges, turn opportunities into strategic advantages, and position you as a sustainability leader.

Lead with Confidence, Drive Sustainable Change

Are you prepared to turn sustainability challenges into strategic opportunities? SDSS 2025 provides the essential insights you need to succeed in a market where sustainability defines business success.

If you’re interested in learning more about SDSS and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.