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As research tells us more about the brain and the differences in the female and male brains, the way that products are marketed to the genders has changed. After earning a PhD in Social Psychology to enhance my marketing degree and experience, I have recognized that there are clear differences between the sexes and we have identified the best ways to market to women.

Male vs Female Brains

Women and men see the world differently, because their brains are wired differently. For example, women have a larger limbic system in their brains. This system is responsible for emotions and bonding. The larger size of this area of the brain clearly explains why building relationships is a higher priority for women overall. The same goes for the hippocampus in women. This system is the hub for forming memories and experiencing emotions. This area of the brain is also larger for women, which explains why women more openly express their emotions and remember emotional events better than men can.

The female brain also has subtle differences in the areas that process speech and body language, as well as manage several tasks at once. The female brain has also been designed to help build harmony into the world, especially when children are involved. Women use their bonds with other people to build relationships that will help her (and those who are in her circle) manage potentially problematic situations.

So, with these difference in the brain, women have strengths that men do not have because of their physical makeup. For example, women have more nerve cells on the left side of the brain which allows them to process language better than men can and this explains why women have such an easy time with communication. The differences also affect the way that women read and understand cues in emotions and body language.  Men more often do not notice subtle shifts in tone or small movements in body language. Both strengths help women care for children and work cooperatively within communities. Because of the more connections between the two sides of the brain, women are often more successful with multitasking than their male counterparts. They also make connections between thoughts and ideas that may mean they offer ideas while men are thinking. Some men see this as “getting off course”.

Subtle Marketing Changes for the Differences between the Sexes

When it comes to marketing, understanding the differences between the sexes can make campaigns more successful. Products that are marketed to men can also appeal to women. But, if products are marketed to women clearly to women they usually don’t appeal to men.