Selling/Manipulating 1960s Women Consumers. "The Women Won't Buy It"

In the 1960s it was assumed men made most of the decisions on purchases for the home. This was due to traditional gender roles that assigned men the role of the primary breadwinner and decision-maker in the household.

Studies conducted during the 1960s shed light on this issue.A study by the National Industrial Conference Board in 1963 found that while men were more likely to make decisions on major purchases such as cars and appliances, women were more likely to make decisions on purchases related to food, clothing and household supplies.

One common advertising approach was to depict women as homemakers responsible for creating a comfortable and inviting home for their families. Advertisements for cleaning products, kitchen appliances and other household items often featured images of smiling housewives, emphasizing their role as caretakers of the home.

Another approach was to appeal to women's desire for beauty and physical attractiveness. Advertisements for beauty products, clothing and jewelry featured images of glamorous women who were presented as role models for other women to emulate.
Advertisements for household and personal care products used language that emphasized the importance of women's roles as wives and mothers, and implied that these products were essential for maintaining a happy home and family.

In the 1960s marketing to women was controlled by advertising agencies. The advertising industry was predominantly male-dominated, and decisions about how to market products to women were typically made by male executives.

In 1960 advertising agencies began conducting market research on women consumers. This video is describing an example of it. One common approach was to conduct surveys and focus groups.

Advertisers would bring women into a "trailer" and ask them about their attitudes towards products as well as their purchasing habits. They would then use this information to create profiles of female consumers and develop marketing strategies that might appeal women.

Advertising agencies also studied women's magazines which were a popular source of information and entertainment for women during this time. By analyzing the content of these magazines, advertisers could gain insights into the interests and concerns of female readers, and use this information to develop marketing strategies that would resonate with their target audience.

Another approach was to use demographic data to segment the female consumer market. Advertisers looked at factors such as age, income and marital status to create different profiles of female consumers, and then tailored their marketing messages accordingly.

But with all of that 1960s market research was often limited by the prevailing gender stereotypes and assumptions of the time. As a result the insights gained from this research were not always accurate or representative of the diverse experiences and perspectives of women consumers.

Also remember that the 1960s was a time of significant change for women as consumers. Women's consumer behavior and attitudes underwent a transformation, fueled by changing social, economic, and political factors.

One major change was the increase in women's education and employment opportunities. As more women entered the workforce and gained financial independence their purchasing power increased and they began to demand products and services that reflected their changing lifestyles. This led to the development of new products such as clothing and accessories that were appropriate for the workplace and an emphasis on convenience and time-saving products.

Women also began to reject traditional gender stereotypes and expectations. They began to ask for products and services related to their health and personal care such as contraceptives, tampon, and feminine hygiene products. This was part of a broader push for greater control over their own bodies and reproductive choices.

The civil rights and women's movements of the 1960s also had a significant impact on women's consumer behavior. Women became more politically aware and engaged, and they began to demand products and services that were more inclusive and reflective of their diverse backgrounds and experiences. This led to the development of new marketing strategies that targeted different segments of the female consumer market.

Of course today there are many women in marketing including CEOs and chief marketing officers. There is a large business in female empowering ads and in women's rights advertising connecting social and political values with products. And today, most viewers of advertising are far more suspicious of what is being sold than consumers in the early 1960s.

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David Hoffman filmmaker

Видео Selling/Manipulating 1960s Women Consumers. "The Women Won't Buy It" канала David Hoffman