Don't assume it's mom behind the wheel of that minivan. (Photo: Flickr)

Don’t assume it’s mom behind the wheel of that minivan. (Photo: Flickr)

When you’re designing a marketing campaign that’s angled toward women, it’s important not to be hung up on outdated conceptions of who that audience is. It may not be useful to think of your female customers as soccer moms who drive mini-vans to haul around the kids. In fact, it’s nearly¬†as likely that your male customers are the ones not working to be at home with the kids, new evidence shows.

Here are four examples of data that will help you craft a more nuanced kind of marketing toward women:

  1. Out of all the jobs in the United States, women are working most of them. And they’re not low-level jobs, either; they’re filling 51.4 percent of professional and managerial positions.
  2. In Dallas, single women in their 20s make $1.18 for a man’s $1. And that’s part of a national trend of the narrowing¬†income gap.
  3. The number of American men who regularly stay home from work to care for children under 5 has risen to 32 percent.
  4. Women increasingly are more educated than men. Colleges report higher graduation rates among women than men.

It’s important to stay ahead of this trend in your marketing, lest you alienate potential new customers.

Have you ever geared a marketing campaign exclusively toward women? What was the strategy, and did it work?