We studied how women of all ages form trusted relationships with each other and brands. Designed to help advertisers understand the forces that create, bind and maintain these valuable trusted relationships to enter the inner friendship circle and build trusted brand status with Australian women.
“My female friends are essential to me”
4.6 is the average number of close female friends – it’s a pretty tight circle.
Entry is difficult – only 35% of women agree they love making new friends.
We uncovered the 5 key roles that women play within their friendship groups, giving insight into how brands can relate to women in more meaningful ways to build stronger, more intimate relationships.
The Nurturer
The Networker
The Entertainer
The Organiser
The Lil Sis
To access this inner circle and form a trusted relationship with the female consumer, brands need to:
Normalise – through belonging and acceptance
Contribute –through confidence, entertainment and wisdom
Trust – tested and honesty
Reciprocate – unconditional commitment and validation
Ease –stress free and judgement free
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