We live in an era where the rise of gender diversity, gender equality, and emancipation is gradually blurring the differences between men and women. The goal is to phase out outdated gender roles and foster greater awareness and understanding of the gender spectrum—while also deepening our knowledge of the female body, heart, and brain. This positive shift leads to meaningful improvements in healthcare, more inclusive policies, and more effective communication, both in society and the commercial world.
At the same time, certain biological and neurological differences between men and women remain evident and relevant. Much has been written about these distinctions. Books like The Female Brain by Iris Sommer and numerous scientific studies illustrate how biology and environment together shape women's thinking and behavior.
On International Women's Day, we not only celebrate the social, economic, and political achievements of women worldwide but also take a moment to reflect on the science behind what makes women unique. Because those who truly understand the female brain gain valuable insights into the unconscious drivers and decision-making processes of one of the most important consumer groups.
The female brain is, on average, 11% smaller than the male brain and contains fewer nerve cells. However, this difference in volume is more than compensated for by a much more efficient neural organization and higher connectivity between the two hemispheres. This influences key cognitive abilities and working memory capacity. Moreover, it enables faster emotional processing and affects how women make decisions, experience stress, and even how they respond to marketing stimuli as consumers.
The female brain rapidly connects emotions, memories, and rational considerations. This means that women tend to make decisions based on intuition and emotion—without compromising their analytical abilities. Because the female brain processes incoming information in a broader and deeper way, subtle sensory cues—such as color usage, facial expressions, or even the tone of a voice—play a crucial role in how a brand or product is perceived. Women often respond more strongly to campaigns that strike an emotional chord: those with a compelling story, genuine brand values, and subtle sensory triggers.
This is precisely why some marketing campaigns resonate deeply, while others rely solely on logic and facts and fail to make an impact. It all comes down to how our brain processes an advertisement. Brands that tap into empathy, authenticity, and social connections build a stronger bond with their audience and can resonate more effectively with female consumers. Think of campaigns like Like a Girl by Always or Real Beauty by Dove—they don’t just sell a product; they tap into something bigger: identity, self-confidence, and social change. This emotional connection makes women feel truly engaged with a brand, increasing their trust and loyalty.
The male brain is often more task-focused, which means men tend to respond more quickly to direct, problem-solving communication that emphasizes performance and functionality. Marketing campaigns that highlight strength, achievement, and overcoming obstacles are generally more appealing to them. Short, powerful, and to the point. No long-winded stories, just a clear and direct message—like Nike’s Just Do It commercials or campaigns from car brands like BMW and Audi.
This doesn’t mean that men are unaffected by storytelling, but the way it is delivered makes all the difference. While women are more drawn to emotion and connection, men engage more with narratives centered around challenge, competition, and success. This underscores the importance of finding the right emotional balance in a campaign—and that’s not always easy. A campaign can evoke emotions, but without the right alignment, its impact may turn out differently than intended.
We saw this, for example, in our analysis of the Calvin Klein commercial. This commercial demonstrates that even campaigns deliberately designed to evoke emotion do not always strike the right chord with the female brain. In our analysis, we found that while the message did trigger an emotional response at a neurological level, this response was not entirely positive. Although the campaign primarily stimulated feelings such as Lust and Attention in women—both key drivers in emotional decision-making—it also activated an above-average level of negative emotions, such as Anger and Disgust. Among men, the dominant emotional response was Fear. This raises interesting questions: Did men perhaps feel threatened by the way "masculinity" was portrayed in the commercial? Was there an element of insecurity or social comparison with the sculpted physique being showcased? This highlights the complexity of how the brain processes various advertising stimuli. It shows that a campaign intended to be powerful and sensual can unconsciously evoke feelings of discomfort or contradiction.
For marketers, these insights are a game-changer. What may seem like a small detail—such as a specific color, word choice, or facial expression—can unconsciously have a massive impact on purchasing behavior. Neuroscientific research helps us understand how the female brain responds to different marketing stimuli, allowing brands to base their campaigns on hard data rather than gut feeling. This not only makes marketing more effective but also smarter and better aligned with what truly works.
While smart marketing leverages the subtle differences in how men and women process information, some brands take it too far. Instead of tapping into real psychological drivers, they resort to superficial strategies that reinforce gender stereotypes. This is evident in how products are positioned and priced. A striking (and controversial) example of this is the Pink Tax, where products marketed to women are unjustifiably priced higher than their male counterparts—think razors, personal care items, or even pens. This kind of shallow gender stereotyping can backfire and alienate consumers.
The real power lies in understanding psychological differences without falling into clichés. Ultimately, it’s about gaining a deeper understanding of how the female brain processes information and which unconscious triggers influence decision-making. Rather than relying on outdated stereotypes, neuroscience provides insights into the real drivers of female consumers. By measuring how the brain reacts to marketing messages, we can determine which elements—such as emotion, narrative, and sensory stimuli—have the greatest impact.
At Neurensics, we help brands move beyond assumptions and build campaigns based on hard neurological data. This enables marketers to create not just more effective advertising but also a deeper, more authentic connection with their audience.
Great marketing understands the brain of its target audience. Sometimes, that means telling a deep, emotional story, and sometimes, a simple, functional message is more powerful. But the real winners? They know exactly when to combine both—like in Nike’s 2025 Super Bowl commercial:
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