Navigating changing consumer behaviour: Tips for women-owned and women-serving businesses
Consumer behaviour isn’t just shifting – it’s transforming. The way people discover, engage with, and commit to brands has fundamentally changed, driven by technology, social values, and economic uncertainty.
For women-owned and women-serving businesses, these shifts offer both challenges and opportunities. Whether you're a boutique brand, a service provider, or a purpose-driven organization, adapting to evolving consumer habits is essential to building trust and growing your business.
Here are five key consumer behaviour changes and tips to help your business adapt and thrive.
1: Values-driven purchasing is the new normal
Today’s consumers want to buy from brands that reflect their values. This is especially true for younger demographics, women, and those who prioritize social impact. You can’t just exist as a brand anymore. You have to stand for something.
Tip: Highlight your purpose in clear, consistent ways. Whether it's women’s empowerment, sustainability, or community involvement, don’t be shy about your mission. Share your “why” on your website, in your social media content, and even on your product packaging. Customers are more likely to buy from businesses that feel aligned with their beliefs.
2: Consumers expect personalization – and privacy
People want content, offers, and experiences tailored to their needs—but they’re also wary of how their data is being used. You need to collect data for personalization, so care needs to be taken how you do it.
Tip: Use segmentation to offer relevant content without being invasive. For example, personalize your email marketing based on past purchases or interactions. The key for any proper data collection is to be transparent about how you collect and use data. Trust is everything.
3: Social proof matters more than ever
Before making a purchase, consumers are doing their homework. Reviews, testimonials, influencer recommendations, and social media buzz all shape decisions. They key is to figure out what is most influential for your customers and focus your efforts there.
Tip: Make it easy for happy customers to share their experiences. Feature testimonials prominently. Collaborate with influencers who authentically connect with your audience. And don’t forget to respond to reviews – positive or negative – with grace and professionalism.
4: Online and offline purchasing is one experience
Consumers have completely blurred the lines between digital and in-person experiences. A customer might discover your product on Instagram, research it through Google, and purchase it at a local store – or vice versa.
Tip: Make your customer experience seamless from digital to in-person. For example, your website should be mobile-friendly and informative so customers can look up products while they are in store to get more info. And if you’re at a trade show or market, having a QR code can bridge the gap between your booth and your online shop. The biggest thing to remember is to show up consistently across all touchpoints builds familiarity and trust.
5: Authenticity is non-negotiable
Consumers can spot performative marketing a mile away. They want real voices, real people, and real stories. And if you don’t mean it, don’t do it.
Tip: Let your personality shine. Share behind-the-scenes moments, founder stories, and the ups and downs of entrepreneurship. As a women-owned business, your story is one of your strongest assets—use it to create emotional connection.
Changing consumer behaviour isn’t something that should make you shut down. It’s a chance to embrace change and to build more meaningful connections with your audience. Women-owned and women-serving businesses are uniquely positioned to lead with empathy, purpose, and innovation.
The key is to stay flexible, listen closely to your audience, and be willing to evolve.
Need help navigating the shifts in consumer behaviour? Book a free consultation and explore how we can help you build a strategy that grows with your audience.