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Fast Company – How Brands Can Market More Effectively to Women — and Why They Should

Fast Company

Pay attention to the next commercial you hear — Odds are a man is doing the voiceover. Here’s why that’s a huge missed opportunity for anyone doing the selling.

By Carrie Faverty

Tampons. Diapers. Fruit juice.

Odds are if you’ve seen a commercial for one of these products, you’ve heard a woman’s voice on it. Still, most high-profile companies are almost always voiced by a man. Cars, electronics, financial institutions…all men. Why is this? You could argue that, historically, men were seen as authoritative figures and “the decision-makers,” so it made sense that they were the ones selling the products on TV–from one man to another. But the times they are a-changin’.

Or at least, they should be. Research from a recent Pew study shows that women are the primary or sole breadwinners in four out of 10 households–a statistic that’s gotten certain people shamefully riled up. Compared to where women were 30 to 40 years ago, it’s a staggering number, to be sure. The research begs the question: If women are the decision-makers in so many families today, why are we still not selling to them?

Think about it: When was the last time you heard a woman as the voiceover on a commercial for a car? Or a bank? Or a fast food company? Sure, there are exceptions. You might remember Stockard Channing as the voice of AIG for years, and Pizza Hut commercials used Queen Latifah’s voice for a time, but examples like these are few and far between.


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