PHILADELPHIA – Sept. 30, 2025 – Marketers may think they know women, but do they? This bold question set the stage for Gatesman’s unveiling of its groundbreaking national study called “Women ReKnown” at the Pennsylvania Conference for Women in Philadelphia on September 25, 2025.

Study author Susan English, SVP, Director of Strategic Communications at Gatesman, previewed key findings at the show, joining a speaker lineup that also featured Mel Robbins, Cynthia Erivo and Hoda Kotb. She revealed how women all over the country have been joining an “Era of Reflection,” challenging outdated expectations, resetting priorities and reshaping what success looks like in their own lives. These shifts carry profound implications for businesses, brands and employers, who need to strike the right tone and avoid appearing out-of-touch.

From the Learning Stage, English previewed several key insights and implications with attendees, including:

  • Women’s self-concepts are in flux. Many pride themselves on “caring for others,” but ballooning expectations are forcing a redefinition of priorities – raising the risk that marketers will appear out of touch if they make assumptions. 
  • Negativity is top of mind, but positivity is the goal. Women report feeling anxious and powerless yet want to return to optimism. Fear-based marketing risks rejection; supportive, empowering messaging resonates.
  • Women are carrying heavier loads. Systemic disease, mental health issues and stress have increased. Marketers can stand out by understanding women’s most pressing needs and offering relief.‍
  • Representation in advertising is improving, but still falling short. Women want inclusion that goes beyond surface-level characteristics and stereotypes, instead focusing on unsaid truths that unite women and solutions that demonstrate understanding.

“Women are not only questioning what they want, but who they are – and that self-discovery directly impacts buying choices, workplace expectations and cultural influence,” said English. “Women ReKnown gives marketers a roadmap to better understand this moment and build connections rooted in understanding and genuine commitment to bring value to women’s lives.”

The Women ReKnown study draws from national data analysis, focus groups and one-on-one interviews with more than 50 women nationwide. The study was proudly endorsed by the Geena Davis Institute, which urges brands and content creators to consider how women are represented in entertainment and media and provides tools to help. 

“At the Geena Davis Institute, we’ve long emphasized the importance of representation in advertising through our tools like Advertising Audits, which help organizations ensure diversity and inclusion are present on screen. That work is table stakes to avoid rejection by women,” said Madeline Di Nonno, president and CEO of the Geena Davis Institute. “What excites us about Gatesman’s Women ReKnown research is how it takes the conversation further –  underscoring the need to move beyond single-dimension portrayals and instead recognize women as the multifaceted, complex individuals they are. It’s a critical next step for brands that want to connect with women in authentic, lasting ways.”

Download the study and get in touch: www.gatesmanagency.com/womensresearch.

Learn about Geena Davis Institute tools: https://geenadavisinstitute.org/services/

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About Gatesman

Gatesman is a full-service marketing communications agency that regularly invests in proprietary research to help brands stay ahead of cultural and audience shifts. With offices in Pittsburgh and Chicago, Gatesman offers expertise in strategy/branding, advertising, public relations, social media, digital and analytics. The agency is a partner in AMIN Worldwide, an alliance of over 50 independent marketing agencies, and IPREX, a global communications network. Gatesman acquired Quest Fore in 2014 and Noble Communications in 2017.

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