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International Women’s Day 2020 / The top nine female-focused brand innovations

Canvas8 is shining a light on the latest innovations and brands that have been keeping women front and centre, examining the behavioural drivers behind their success.

Picking out the key themes and opportunities for each, we show how these brands are tapping into emerging needs and behaviours in order to actively enrich women’s everyday lives.

The three emerging behaviours Canvas8 has identified are:
: Pussy Power - turning the tide on taboos
: Everyday Empowerment - providing shelter from stigma
: Maternal Momentum - investing in support and flexibility for new mums

To get the latest behavioural intelligence sent right to your inbox, sign up to our fortnightly newsletter #KeepingTabs: https://www.canvas8.com/blog.html

If you’d like to see how we can help your business apply cultural intelligence, get in touch at hello@canvas8.com.

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International Women’s Day 2020 / The top nine female-focused brand innovations

  1. 1. International Women’s Day 2020 / Top nine female-focused brand innovations
  2. 2. Canvas8 is shining a light on the latest innovations and brands that have been keeping women front and centre, examining the behavioural drivers behind their success. Picking out the key themes and opportunities for each, we show how these brands are tapping into emerging needs and behaviours in order to actively enrich women’s everyday lives. INTERNATIONAL WOMEN’S DAY 2020
  3. 3. INTERNATIONAL WOMEN’S DAY 2020 Three emerging behaviours Pussy Power / Turning the tide on taboos Everyday Empowerment / Providing shelter from stigma Maternal Momentum / Investing in support and flexibility for new mums
  4. 4. Pussy Power / Turning the tide on taboos As women shed the shame around sexual health, there is a growing demand for seamless solutions to address everyday health challenges. Women are looking for brands to facilitate a holistic approach to care, educate people on their unique health needs, and foster more informed conversations about wellbeing. INTERNATIONAL WOMEN’S DAY 2020
  5. 5. Moody Month is an app and online community that helps women track and understand their hormones and moods. Going beyond ‘femtech’ and conversations around period-tracking and fertility, it takes into consideration factors like the weather and the cycle of the moon in order to offer women a more holistic approach to healthcare. THE OPPORTUNITY Blending science, wellness, and gamification, Moody Month breaks down taboos around periods and enables women to live their day-to-day more freely. With women looking for products and services that address the whole and complex experience of being female, brands have an opportunity to acknowledge and cater to a broad range of individual needs. MOODY MONTH / A smarter period-tracking app PUSSY POWER
  6. 6. Picking up emergency contraception is stressful in itself, but what if you can’t access reliable information about it? After finding that over half of women aren’t sure how the ‘morning after’ pill works, EllaOne’s #FactNotFiction campaign sought to educate Britons on the contraceptive measure. ELLAONE / Educating Britons on emergency contraception THE OPPORTUNITY The most popular sources for advice on sexual health – like friends or online searches – are also the most likely to provide inaccurate information. In this light, there is an opportunity for brands to step up and provide accurate sexual health information, helping women learn how to care for themselves more effectively and conveniently. PUSSY POWER
  7. 7. Femtech is booming and its success in breaking down stigmas is translating to the real world. Tia, an app-turned-clinic and wellness centre, is working to reform the female healthcare experience with holistic gynaecology and primary care under one roof. The clinic prioritises women’s needs and encourages conversation to provide a deeper understanding of their bodies. TIA / Collaborative virtual healthcare for women THE OPPORTUNITY Tia enables personalised collaborations between healthcare practitioners and patients, tapping into an increasing desire among women for control and understanding of their gynaecological health. With the right education and transparency, brands can help address wider inequalities within healthcare, helping women be proactive when it comes to their unique needs. PUSSY POWER
  8. 8. LEARN MORE To get the latest behavioural intelligence sent right to your inbox, sign up to our fortnightly newsletter #KeepingTabs
  9. 9. Everyday Empowerment / Providing shelter from stigma While recent years have seen businesses make great strides towards gender equality, women still face everyday challenges – from grappling with unrealistic beauty ideals to dealing with discrimination in the finance sector. People are welcoming brands’ efforts to tackle these issues, celebrating those that empower women to make confident and informed lifestyle decisions free from any shame or stigma.
  10. 10. Women often find themselves let down by the finance industry, with patronising campaigns and intimidating institutions often treating them as a homogenous consumer segment. Online toolkit SmartPurse is helping to remedy this, offering jargon-free information, networking opportunities, and advice databases to help women better engage with their finances. SMARTPURSE / Empowering women to be financially confident THE OPPORTUNITY By not fully meeting the needs of female customers, it is estimated that financial services firms are missing out on over $700 billion in revenue each year. Brands looking to engage women may start by building up their confidence around money management and investing in their financial independence in a way that empowers them to make smarter decisions. EVERYDAY EMPOWERMENT
  11. 11. Recognising that the LGBTQ+ community in Brazil routinely faces the threat of violence and discrimination, Dandarah is an app that’s looking to ensure that they feel secure and comfortable in public spaces. It’s an on-the-ground resource that provides trans women with user-generated maps of safe spaces, showing how tech can fill the gaps where legislation fails. DANDARAH CROWD / Sourcing safety info for trans women THE OPPORTUNITY In the absence of sufficient government intervention to protect sexual minorities, Dandarah represents an innovative method of fighting hate. The brand shows how tech and social media can be leveraged in creative ways to support a community that’s under threat, helping them to navigate everyday environments. EVERYDAY EMPOWERMENT
  12. 12. Catering to middle-aged and older women, Better Not Younger’s approach to hair care has cemented it as a leader in ‘grey’ beauty. Older women have historically been overlooked by the industry, but brands are beginning to wise up to their buying power and untapped potential, investing in better representation and products that meet their diverse needs. BETTER NOT YOUNGER / Hair care for over-45 women THE OPPORTUNITY Better Not Younger empowers women by boldly challenging the idea that youth and beauty are mutually dependent. By celebrating age (instead of anti-ageing), the brand speaks to a demand among older women for models and campaigns that they can relate to, instead of leaning on tired advertising tropes that perpetuate shame. EVERYDAY EMPOWERMENT
  13. 13. LEARN MORE To get the latest behavioural intelligence sent right to your inbox, sign up to our fortnightly newsletter #KeepingTabs
  14. 14. Maternal Momentum / Investing in support and flexibility for new mums New motherhood is one of the most challenging times of a woman’s life and people are calling upon brands to cater to their specific needs and priorities, whether that’s by allowing them to connect with each other, engage in honest dialogue, or craft the flexible lifestyles they need to thrive.
  15. 15. Designed with motherhood and community in mind, The Night Feed is hoping to become a one-stop-shop for new mums. Women can use it to find information, track feed data, and chat with others in the same situation at any time of the day. The platform enables valuable connections for mums, allowing them to share their experience with like-minded people. THE NIGHT FEED / A safe spot for sleep-deprived mums THE OPPORTUNITY Gen Y mums are feeling more lonely and anxious than generations before them – 85% of them don’t think society understands or supports them enough. Brands that create friendly, non-judgmental spaces can help relieve the burden on new mums, providing them with small sanctuaries from the noisiness of mainstream social media channels. MATERNAL MOMENTUM
  16. 16. Frida Mom helps new mums navigate the physical discomfort of the ‘fourth trimester’, offering a collection of products that playfully address the needs of postpartum bodies. The brand’s straight-talking style reflects the willingness of a new generation of mothers to discuss their experiences without shame or squeamishness. FRIDA MOM / Playful products for postpartum recovery THE OPPORTUNITY By speaking openly and honestly about the realities of childbirth and recovery, brands can remove some of the stigma new mums face when talking about their bodies. Frida Mom is a great example of how a brand can help new mums feel seen and comforted during an emotionally and physically vulnerable time of their lives. MATERNAL MOMENTUM
  17. 17. For new mothers, working nine-to-five often isn’t an option, which means many are left without jobs that suit their busy lifestyles. Australian start-up FlexCareer hopes to fix that by connecting progressive companies with job-seekers looking for flexible roles, enabling new mums to achieve a manageable work-life balance and stay in the job market post-childbirth. FLEXCAREER / Connecting new mums to flexible jobs THE OPPORTUNITY As new mothers re-enter the workforce, flexibility is paramount. Too often, women feel they have to compromise on either parenting responsibilities or performance at work. Brands looking to support new mums would do well to find ways to minimise this trade- off, making sure women have the breathing space they need to thrive both at work and at home. MATERNAL MOMENTUM
  18. 18. To get the latest behavioural intelligence sent right to your inbox, sign up to our fortnightly newsletter #KeepingTabs LEARN MORE
  19. 19. Want more? Discover more behavioural insights here. London Canvas8 142 Central Street EC1V 8AR United Kingdom (+44) (0)20 7377 8585 If you’d like to see how we can help your business apply cultural intelligence, get in touch at hello@canvas8.com. Get in touch Los Angeles Canvas8 Inc. 1601 Vine Street 90028 United States (+1) 602 770 1771 New York Canvas8 Inc. 81 Prospect St. NY 11201 United States (+1) 347 991 888

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Canvas8 is shining a light on the latest innovations and brands that have been keeping women front and centre, examining the behavioural drivers behind their success. Picking out the key themes and opportunities for each, we show how these brands are tapping into emerging needs and behaviours in order to actively enrich women’s everyday lives. The three emerging behaviours Canvas8 has identified are: : Pussy Power - turning the tide on taboos : Everyday Empowerment - providing shelter from stigma : Maternal Momentum - investing in support and flexibility for new mums To get the latest behavioural intelligence sent right to your inbox, sign up to our fortnightly newsletter #KeepingTabs: https://www.canvas8.com/blog.html If you’d like to see how we can help your business apply cultural intelligence, get in touch at hello@canvas8.com.

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