Today's consumers are a world apart from those of 20 years ago. Women today do or influence a lot 85% of global purchasing decisionswith ever-increasing marketing skepticism.

So what does this mean for today's brands?

Forward-thinking businesses are beginning to learn this female focused branding it's one of the smartest business moves to make. However, many are still struggling to connect with the female demographic.

As founder and CEO of Creative noggina women-only advertising agency that partners with organizations looking to connect with women, I've witnessed firsthand the power of female-focused marketing.

Women are not only deeply loyal to the brands they support, but also spread the word to their family and friends. Furthermore, with 58% of comments left by womenthey are brand advocates to the core. Businesses need to attract women consumers if they want to improve their bottom lines. After all, the profit on new prospects is much more expensive than retaining and keeping current customers satisfied.

Keep reading to learn more about the female-centric branding trends that business owners need to adapt to.

Related: Why women are the main drivers of economic growth

1. Comprehensive marketing campaign

Most women have had the experience of walking into a room and thinking, “I don't belong here.” Exclusion is not a good feeling and I'll bet it's a big reason why women are becoming more assertive about alignment with brands that reflect them and their values.

More than 6 out of 10 Americans believe diversity in advertising is crucial. That said, not all efforts to be inclusive are equally effective. Here are some comprehensive marketing do's and don'ts:

Do:

• Get to know all aspects of your target market, not just race, age, culture, education level, socioeconomic status, etc. Knowing their values, mindset and challenges will go a long way.
• Use original photography and video to represent your market as much as possible (or be very selective in using stock images and videos that will feel familiar and real to your audience).
• Use language that authentically reflects your brand and connects with your target audience.

Don't:

• Shoes in an inauthentically “diverse” image.
• Rely on stereotypes about your audience (example: women love the color pink).
• Let unintentional bias get in the way by making assumptions about a market you don't really know.
• Try to be something you are not to attract a new market.

An example of a company that has done an outstanding job of inclusive marketing is Lola Getts, a women's activewear brand. They saw the frustration of many plus-size women who, as their manifesto said, “were either completely ignored—or willingly accommodated by brands that stretched models for products designed with a size 4 in mind.” On the other hand, they developed products specifically with a large audience in mind and feature models of a different size range, communicating a message with an authentic person that speaks to their audience's pain points.

The result? An incredibly loyal following of women who no longer feel underrepresented from the fitness industry.

Related: Successful women have these six personality traits

2. Sustainable branding initiatives

today 91% of women conduct online research before making a purchase. We want to be knowledgeable consumers who make informed purchasing decisions that feel like a smart choice. That's why it's no wonder that the demand for sustainable brands and initiatives is on the rise.

Many women care about the impact of our purchases on others and the planet. As a female consumer, I am always looking for ways to make a difference in my children's future. This includes buying from brands that seek to minimize waste through reusable containers, organic packaging materials or are completely paperless. Renewable energy practices and products with low or no impact on wildlife are also important to me.

As a business owner, I am intentional about partnering with clients using sustainable practices, which have been beneficial in many ways. For example, Creative Noggin worked with the San Antonio Zoo in No more straw initiative. We created an educational campaign on why the zoo stopped using plastic straws and the environmental reasons others should too.

It was incredibly effective from both a business and environmental impact standpoint, and is still one of my favorite projects to date!

Related: How women-owned businesses can set themselves apart from the competition by taking this simple step

3. User Generated Content

User-generated content (UGC) is another marketing trend that resonates strongly with female consumers. Women are attracted to this form of content marketing because it is relatable and trustworthy. Brands love it because, with clients promoting for them, it's less time consuming and more expensive than traditional advertising campaigns.

A great example of an impactful UGC campaign is LEGO Ideas. Launched in 2014, this initiative invites fans to create original designs and gain public support by posting them on the LEGO Ideas website. Models that receive 10,000 backers can be manufactured and sold worldwide as LEGO products. This campaign, which continues to this day, is a smart way to expand reach and brand awareness by engaging loyal customers to promote the products themselves.

Another benefit of UGC is that it has created a whole new career field for young content creators. approximately 84% of social media influencers they are women.

After 15+ years of running a women-led business with a strong emphasis on authentic, female-focused branding, I've seen how adapting to trends like these can directly increase revenue and brand loyalty. Nurturing your brand's connection with female consumers, who influence the majority of purchasing decisions, is smart business and I strongly believe that the ripple effect will lead to a better future for us all.

Remember, branding is about more than just sales – it's about building lasting relationships. Imagine a world where women see only authentic, inclusive marketing that doesn't stereotype, paint impossible beauty standards, or alienate them. I think you'll agree that this is a world we should all want to live in.