The 5 Biggest Mistakes We’ve Seen CPG Brands Make (And How We Fix Them)
Women call the shots on more than 85% of all purchasing decisions, from groceries and furniture to cars and credit cards. For families with young children, their influence extends even further, shaping some of life’s most important decisions, like healthcare and education. Despite women’s enormous purchasing power, why do so many consumer brands still get the messaging wrong?
With decades of experience helping brands make meaningful connections with women and families, Fraser has the intel on what resonates––and what falls flat. Here are the five biggest mistakes we’ve seen CPG brands make (and how we fix them):
Mistake #1: Not recognizing that traditional approaches no longer resonate.
Gone are the days of one-size-fits-all messaging based on generalizations, stale insights, and conventional thinking. Today, women expect more––and the brands that are paying attention are the ones leading the charge in successfully reaching them. That means understanding their needs without stereotyping, acknowledging the diversity of their roles, and supporting causes they care about.
Mistake #2: Categorizing women and families as a niche instead of a core audience.
Now more than ever, women belong at the center of your strategy, not on the sidelines. Consumer goods brands need women-focused approaches––not catch-all campaigns––to earn their trust and build their loyalty.
Mistake #3: Ignoring advertising intelligence.
Behavioral psychology, social listening, segmentation, and real-time data all play crucial roles that will make or break your campaign. Our proprietary Fraser Framework does the heavy lifting by aligning messaging with lived experience––a must in today’s crowded CPG space. Through audience psychographic mapping, we go beyond demographics and look at values, aspirations, and emotional drivers. We use multicultural layering to adapt for language, cultural context, and generational nuances, especially for Latino, Black, and Asian American families. We also optimize media channels to fit our targets––like TikTok for younger moms, and Meta for older audiences. Messaging and visuals are always tested in real-time and throughout key intervals of our campaigns, allowing us opportunities to review and optimize our tactics for the best results.
Mistake #4: Failing to use AI in ways that serve the campaign.
AI has changed the game when it comes to automation and speed, but it’s not replacing strategic nuances and human empathy––the foundation of an effective messaging strategy for women and families. The key is to use AI to enhance understanding, not replace it. Trend analyses, predictive modeling, and creative optimization are all ways AI can help us listen in closer, learn deeper, and help brands meet their goals faster.
Mistake #5: Not looking for the invisible pressures in an underperforming campaign.
Figuring out what women are buying (and not buying) is easy enough to spot, but the motivation behind their behaviors––the invisible why––can be a major clue in an underperforming campaign. That’s why we focus on uncovering unmet needs, cultural nuances, and outside influences––like family, friends, and trusted voices––to unlock those invisible pressures and develop relevant messaging that addresses them.
We all know the consumer goods market is oversaturated. Women and families have endless choices at their fingertips, and brands are clamoring for their attention from every direction. But by leading with insight and empathy, brands can break through intelligently, authentically, and effectively. Our proven track record and reputation in reaching women, moms, caregivers, and families allows us to do exactly that––giving you the competitive edge.
Whether you’re launching a new consumer goods campaign or need guidance crafting your next strategy, turn to Fraser for a free, 15-minute strategy session with our experts. We’re here to help.
