Women’s needs have often been overlooked in the promotional products industry, with products primarily designed by men for men, being the only options. 19% of practicing industrial designers, or product designers, are women. Karen Korellis, an article writer for the Harvard Advanced Leadership Initiative Social Impact Review, blames the lack of thought towards women as a catalyst for ineffective products. The lack of female product designers leads to lacking products for women.
92% of women feel like advertisers and brands do not understand them. Even though every woman doesn’t have the same thoughts, 85% of women feel that ads that show female empowerment positively impact empowering women in the real world.
While it’s important to recognize that women are diverse and have their own unique identities, values, and experiences, research illuminates certain preferences that many women have when it comes to product design. Here are 4 crucial characteristics that women look for in products:
What Women Really Want in Products
Versatility
Following the pandemic, there has been a heightened demand for versatile and multi-use apparel, driven by the need for comfort while working from home. Research shows that most women believe brands should work to address women’s issues. Products and services should be versatile and play a role in solving everyday problems.
Inclusive Design
Women are 73% more likely to sustain injuries in a car crash than men, mostly due to the oversight of how vehicle safety measures relate to and work with women’s bodies. When it comes to product development, without female leadership in product designs, women can be an afterthought to the designers, leading to the common industry practice of “shrink it and pink it” for women’s targeted products. Women demand inclusive and thoughtful product designs to address their needs.
Sustainability
Research indicates that female consumers are more environmentally conscious than their male counterparts. This is often referred to as the “eco gender gap,” this trend highlights women’s greater receptiveness towards environmentally friendly lifestyles. A significant 74% of women value information related to the environmental impact of their purchases. Transparent product information is crucial in today’s culture and helps environmentally-conscious consumers make informed choices.
Just a useful product that works for them!
Ultimately, women simply desire products that effectively fulfill their intended purpose. Given that women make up about half of the world’s population, they should be more than an afterthought in product design. It’s fair to say that women simply seek functional, effective products without any undue complications.
Overall, the promotional products industry must shift towards a more inclusive and thoughtful approach to meet the needs of women, who have long been overlooked in product design. By prioritizing versatility, inclusive design, sustainability, and functionality, companies can not only create products that truly resonate with women but also foster a sense of empowerment and understanding. Choose products that fulfill women’s needs because women should never be an afterthought in product design and distribution!