Co-Author of Brandsplaining, Jane Cunningham, says that you need to reinvent marketing to women if you want to be fit for purpose in the new normal.

​When we set up PLH to specialise in marketing to women,

myself and my Co-Founder, Philippa Roberts, had no idea just how dramatic the subsequent fifteen years would be for female identity. Our business was predicated on an insight that marketing was not connecting with women and had an out of date idea about how women lived and what they prioritised, but we certainly weren’t expecting the entire subject to blow up in quite the way that it did. It has been amazing to be at the heart of the action, researching amongst women as we have almost constantly over that period. Fourth wave Feminism, #MeToo and TimesUP have rocked ideas about women to their roots; Unstereotyping and Femvertising have challenged ideas about communicating with women. There’s no doubt that the early pioneers of the ‘femvertising’ model – the wonderful work of Dove in changing the dial on beauty...