Nurturing Women's Wellness with Brand Partnerships
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Discover how brands can authentically support women’s wellness by addressing key stressors like financial uncertainty, mental health, and societal pressures, fostering genuine connections.
In today’s world, women are balancing more than ever before. From careers to caregiving to self-care, they’re navigating a complex web of responsibilities, all while managing the personal and societal pressures that come with it. To better understand the challenges women face, Suzy and The Female Quotient teamed up to conduct research that shines a light on the biggest stressors in women’s lives—and how brands can step in to offer genuine support.
Recently, Suzy’s EVP of Marketing & Communications, Melissa Dunn, hosted a powerful discussion with three industry leaders to explore how brands can become allies in women’s wellness:
Channan Sawhney, Global Amazon and Last Mile Delivery Customer Leader at Kenvue
Ana Goettsch, Head of Marketing at Primal Kitchen
Marlene Moronta, Executive Director of Marketing, Estèe Lauder Travel Retail Worldwide at Estèe Lauder Companies
During the event, the panelists shared their personal insights on how brands can go beyond the surface and build deeper, more meaningful connections with women by addressing their real wellness challenges. Here’s what they had to say.
The Three Biggest Stressors for Women Today
Based on Suzy’s research, women are juggling a lot, but three major stressors really stand out:
1. Financial Uncertainty
For many women, money worries are a constant companion. Between rising living costs and persistent wage gaps, managing personal finances can feel like walking a tightrope. Women are balancing household expenses, caregiving responsibilities, and their careers, often under tremendous pressure.
Channan highlighted how brands can acknowledge these struggles by offering solutions that go beyond products. She suggested that brands could provide helpful resources, like financial planning tools, flexible payment options, or even educational content, to ease the burden.
2. Balancing Physical and Mental Health
Today’s women are constantly pulled in different directions—between work, family, and self-care, something’s often got to give. As a result, women are finding it harder than ever to balance their physical and mental health. Many are left feeling stressed, exhausted, and overwhelmed.
Ana discussed how brands can offer real support by focusing on products that make women’s daily lives easier and healthier. At Primal Kitchen, for instance, the focus is on creating nutritious food that not only feeds the body but also lifts the spirit—an approach that reflects the growing trend of holistic wellness.
3. Current Events and Societal Pressure
Whether it’s the aftermath of the COVID-19 pandemic or today’s political and social climate, current events are weighing heavily on women’s mental health. These external pressures contribute to heightened anxiety and uncertainty, making it all the more important for brands to show understanding and empathy.
Marlene pointed out how the pandemic has transformed the way women experience stress. She emphasized that brands need to recognize these shifts and adjust their messaging accordingly. Offering products that encourage self-care, relaxation, and emotional support can go a long way in helping women manage their well-being.
How Brands Can Be Allies in Wellness
All the panelists agreed on one thing: Brands have an incredible opportunity to make a meaningful difference in women’s lives—but they need to do it with authenticity. “Women are looking for more than just marketing—they’re seeking brands that truly understand their challenges and are willing to be part of the solution,” Melissa explained.
Tackling Stigmatized Issues
One key takeaway from the discussion was the importance of tackling stigmatized issues like menstruation, menopause, and mental health. These are topics that women deal with every day but often don’t talk about openly.
Channan shared how Kenvue has been breaking the silence around these topics through campaigns that normalize conversations about menstruation and menopause. “It’s not just about creating products; it’s about creating meaningful connections. Brands need to step up and address the real-life stressors women face every day—from financial uncertainty to mental health—if they want to be true partners in women’s wellness.”
Supporting Work-Life Integration
Gone are the days of striving for perfect work-life balance. Many women now aim for work-life integration, blending their personal and professional lives in a way that works for them.
The panelists shared their own experiences of incorporating personal wellness into their professional roles. Melissa explained how Suzy’s research shows that flexibility and wellness-focused solutions are critical for supporting women in today’s hybrid work environments. Marlene echoed this, emphasizing that Estèe Lauder is working to create an internal culture that reflects the values of well-being and flexibility that they promote to consumers.
The Future of Women’s Wellness: Innovation and Empathy
Looking ahead, brands that truly listen to women and respond with empathy will be the ones that succeed. Ana noted that innovation in wellness is about more than just new products—it’s about creating solutions that help women feel physically, mentally, and emotionally supported. “Wellness isn’t just physical; it’s emotional and mental too. Brands that understand this holistic approach will be the ones that truly connect with women and help them thrive in all aspects of their lives,” she said.
Women want brands to invest in their well-being, not just by offering products but by being genuine partners on their wellness journey. The brands that make wellness a priority will forge deeper, more loyal connections with their female consumers.
Key Takeaways for Brands:
Listen and Respond: Understand the challenges women face and provide practical, meaningful solutions.
Address Stigmatized Issues: Create open conversations around mental health, menstruation, and menopause to build trust and support.
Promote Work-Life Integration: Offer flexible solutions that help women balance personal and professional goals.
Innovate with Empathy: Focus on physical, mental, and emotional wellness to create lasting connections.
By becoming allies in women’s wellness, brands can have a positive, lasting impact on their audiences. To learn more about how your brand can engage with women on their wellness journey, explore Suzy’s latest report in collaboration with The Female Quotient.
Want to dive deeper into how brands can truly support women’s wellness? Watch the full panel session here featuring experts from Suzy, Kenvue, Primal Kitchen, and Estèe Lauder at The Female Quotient. Discover how addressing key stressors like mental health and financial uncertainty can foster authentic connections.
