Marketing is everywhere. On your feed, in your group chats, even hiding in your favorite influencer’s “get ready with me” video.

It shapes not just what we buy, but how we think and who we follow. And when women aren’t represented well, it affects us all.

Women now influence up to 85 percent of consumer purchasing decisions. From shoes to tech and even vacations (EONetwork). So, when brands miss the mark in marketing towards women, they are missing a major opportunity.

But far too often, brands still pinkwash us, stereotype us, or ignore what really matters. That is why we are breaking it all down. Let’s talk about what is working, what is not, and how to flip the marketing script.

Mistake #1 : Acting Like All Women are the Same

Let’s just say it louder for the people in the back: Women are not a monolith.

We're not just "moms," "boss babes," or "beauty lovers." Some of us are all three. Others are none of the above. We are leaders, creatives, caretakers, athletes, engineers, artists, and everything in between.

Yet so many brands still fall into the trap of a "one size fits all" approach. Think pink packaging, stock photos of perfectly airbrushed smiles, and messaging that screams "we don’t actually get you." Yikes.

Effective marketing towards women means celebrating our differences, not flattening them. Want us to feel seen? Start by showing real women in all their realness.

This article from HubSpot breaks down how to make your brand messaging truly inclusive.

Mistake #2 : Talking About Empowerment Without Backing It Up

“Empowered women empower women.” Okay… but how?

A lot of brands treat empowerment as a trend. They slap inspirational slogans on packaging while continuing business-as-usual behind the scenes. 

But Gen Z women? We see right through that.

Real empowerment is not a tagline. It is action. If your brand claims to support women, we want to see it in your leadership, your partnerships, your campaigns, and your culture. Performative posts might get likes, but they do not earn trust.

One brand that gets it right is Dove’s Real Beauty campaign. Since 2004, Dove has challenged beauty standards by featuring women of all ages, shapes, skin tones, and backgrounds, without retouching their photos. Their message is clear. Beauty is not defined by filters.

More recently, Dove introduced the #NoDigitalDistortion pledge. This initiative encourages creators and brands to commit to posting unedited content. It also tackles the pressure women feel to digitally enhance themselves, something Dove is actively fighting.

Marketing towards women should feel real. It should reflect our lived experiences and our values, not just echo back what brands think we want to hear.

Mistake #3 : Ignoring the Things We Actually Care About

Yes, we love good branding, but we care way more about what’s behind it.

We’re paying attention to how brands treat their teams, the materials they use, and whether their values align with ours: environmental impact, mental health, equity, and inclusivity. These are not bonus points. They are the bare minimum.

So, when a brand pretends to care just to look good on social? Trust that we are not buying it.

That is why Sky Society exists. We help actual young women step into leadership and build real-world marketing skills that reflect our generation’s values. Whether it is crafting inclusive campaigns or creating messaging that resonates, we believe the future of marketing is not just about selling, it is about standing for something.

Marketing towards women means showing up for what matters to us. And it starts with listening to the women who are already changing the game.

Mistake #4 : Sticking to Outdated Stereotypes

We have moved on from the days of pink razors and “for her” pens. Unfortunately, some brands have not.

Too many campaigns still rely on tired tropes like women giggling over salad, moms doing laundry with joy, or the classic “boss babe” look that feels more forced than real. These visuals do not reflect the women we see around us or the women we are.

Gen Z women are pushing back on flat, surface-level portrayals. We want representation that feels real, not recycled. Show us women in leadership, in tech, in streetwear, in sweats, in all the messy and brilliant realities of life. We are not all the same, and we are definitely not one-dimensional.

This is not just about aesthetics. It is about respect. When brands rely on outdated stereotypes, it sends the message that they are not paying attention.

If you want to stand out, do better. Start by reflecting the actual diversity and depth of modern womanhood.

This Forbes article explains how brands can break free from stereotypes and start showing real women in real ways.

Mistake #5 : Forgetting That Women Are the Ones Making the Magic Happen

Here is something no one says enough: Women are not just the target audience—we are the storytellers.

Gen Z women are the ones behind the lens, behind the copy, behind the strategies that actually connect. We are not waiting for permission to lead anymore. We are already doing it.

When women lead marketing teams, campaigns feel more authentic, inclusive, and impactful. We bring our lived experiences and empathy into every piece of work. And the industry is finally waking up to that.

So, the next time someone talks about marketing towards women, remember: we are not just part of the audience, we are rewriting the whole script.

Final Thoughts : Marketing That Moves, Not Just Sells

Marketing has the power to do more than push products. It can start movements.

When it is rooted in honesty, intention, and inclusivity, marketing towards women becomes a tool for real change. It helps us feel seen. Heard. Celebrated.

A 2023 report found that 70 percent of Gen Z consumers trust brands more when they see real diversity in advertising (Embryo). That is why inclusive marketing is not just a trend. It is a trust builder.

If you remember anything, let it be this:

• Show real, diverse women. Not stereotypes.
  
• Make empowerment actionable. Not performative.
  
• Align your messaging with your mission.
  
• Put women in leadership and creative control.
  
• Listen to your audience. Let them lead.

And here is the best part. If you are a Gen Z woman stepping into the marketing world right now, you are part of that change.

You are not just learning how to sell. You are learning how to connect. To inspire. To make your mark.

And that is something worth building your whole career around.

We are not here to blend in. We are here to take up space and reshape the world of marketing towards women while we are at it.

✍️ Written by Maria del Rosario Oliva