Ever noticed how almost every ad, every brand campaign, every billboard seems to focus on women? Skincare, fashion, wellness, even tech products — everything screams, “Ladies, we’re here for you!” Meanwhile, men’s ads are few and far between, often tucked away in corners like an afterthought.
It’s not a coincidence. It’s a calculated business move.
Let’s face it: Women drive the market. Studies show that women control or influence up to 80% of household spending globally. Think about that number for a second — 80%. It’s no wonder brands pour their resources into courting female customers.
But it’s not just about women buying for themselves. It’s also about how men often buy for women. From Valentine’s Day gifts to anniversary surprises, a significant chunk of male spending revolves around pleasing the women in their lives. Brands know this, and they’ve turned it into an art form.
Why Women Are Easier to Cater To
Here’s a hard truth: Women are more likely to engage with brands, explore options, and spend on things that enhance their lives. They’ll research the best skincare serum, compare five different lipsticks, and read reviews before buying.
Men? Not so much. Most men stick to what works. They don’t obsess over products or spend hours researching. Their loyalty lies in functionality, not aesthetics. That makes them less lucrative for brands that thrive on repeat purchases, seasonal trends, and emotional marketing.
The Silent Sacrifice of Men! Really?
Think about how media and brands position men. They’re not the consumers — they’re the providers. Ads indirectly tell men, “Your job is to give the best to your wife, your kids, your family. Forget yourself.”
And men buy into it. Literally. They spend on their partners and families, often sidelining their own needs. When was the last time you saw a luxury grooming kit marketed to men with the same vigor as a new makeup palette for women? Rarely, if ever.
From a startup thinker’s lens, focusing on women makes perfect sense. Women spend more, influence more, and engage more. They’re the ideal target audience for any brand looking to scale.
But here’s the catch: This hyper-focus creates a gap. By ignoring men, brands miss out on an untapped market. Men may not spend as frequently, but when they do, they spend big — on cars, gadgets, gym equipment, and high-value items.
So why aren’t brands tapping into this potential? Because it’s harder. Marketing to men requires a different approach, one that doesn’t rely on emotional hooks or seasonal trends. It demands creativity, patience, and a willingness to challenge the status quo.
While it’s smart to cater to women, overdoing it creates a skewed marketplace. It subtly reinforces stereotypes: Women are the shoppers, men are the earners. But in reality, both genders are consumers with unique needs.
Brands and media have the power to change this narrative. Imagine a world where men’s products are marketed with the same finesse and focus as women’s. Where men are encouraged to prioritize themselves without guilt. That’s not just good ethics; it’s good business.
The next wave of marketing shouldn’t be about choosing one gender over the other. It should be about recognizing that both men and women deserve equal attention as consumers.
Yes, women drive the market. But men, too, are ready to spend — if only someone would care to notice.
It’s time for brands to think beyond the obvious and cater to everyone. Because in the end, equality in marketing isn’t just fair; it’s profitable