By Megan Stormer, group strategy manager, Mamamia
In today’s digital age, understanding why women engage with content has become the ultimate advantage for brands. Whilst metrics like attentive reach – anchored in the quality of the environment – have been dominating the conversation and are used to gauge impact, they no longer tell the full story.
Recent research conducted by Mamamia in collaboration with research company TODAY reveals that women’s content consumption is driven by deeper emotional and situational motivations, extending far beyond surface-level engagement and demographic targeting.
By tapping into these motivations, brands have the opportunity to move past outdated proxies for impact and forge meaningful, personal connections that drive impact and lasting results.
Enter the “4 C’s” – a framework that reveals the true driving forces behind women’s content consumption: Calm, Curiosity, Confidence, and Connection.
Calm: Creating space in a chaotic world
In a digital world often brimming with noise, it’s surprising that the very same space can offer what women crave most – a soothing balm for an overstimulated mind. The first “C,” calm, speaks to a woman’s need for an emotional sanctuary. Whether it’s a comforting podcast that allows us to decompress after a long day, or a social video that provides a sense of escape, the content we seek in moments of overwhelm is intentionally low-engagement, offering brief respite from daily pressures.
Think of it as a sensory-safe space – content that doesn’t demand much, but gives back in the form of emotional relief. Women in 2025 are looking for content that helps them “escape, indulge, and decompress,” offering quick breaks during the day and comforting distractions at night. Amidst our busiest days, slow content – something that requires little attention yet fits seamlessly into our multitasking lives – is a lifeline, offering emotional relief when we need it most.
Curiosity: Seeking new perspectives
While calm offers respite, curiosity drives exploration – fuelling women’s desire for deeper understanding and new perspectives In an age of information overload, curiosity has become a cornerstone of her content motivations. Women in 2025 are more discerning about the content they consume, seeking to filter out the noise and engage with thought-provoking ideas that challenge their perspectives. They’re not just consuming content – They’re exploring new worlds, examining complex issues through authentic and accessible lenses, and imagining alternative realities.
This presents a powerful opportunity to create content that doesn’t just inform, but also invites exploration. Women are not looking for surface-level discussions; they want to dive deeper into issues that matter, be it in the form of considered news consumption or alternative takes on pop culture. In this space, content isn’t just a passive activity – it’s an active tool for expanding opinions and understanding the world in new ways.
Confidence: Empowerment through practical advice
As women, we are navigating a world that constantly asks us to do more, and to be more. In this context, the third “C,” confidence, speaks to Her need for empowerment. But confidence is not just about motivation; it’s about practical advice that helps Her navigate life’s many challenges with a sense of agency and clarity.
Women are turning to content that helps them stay informed, make better decisions, and improve themselves. Whether it’s curating life moments, discovering new trends, or receiving practical “how-to” advice, content that builds Her sense of self and offers real, actionable insights is in high demand. Moreover, they are seeking content that reflects their experiences as women – stories that resonate with their lived realities, helping Her find the courage to embrace Her identity and advocate for informed opinions.
Connection: The power of relatable voices
Finally, the most fundamental need that women have when consuming content in 2025 is connection. In a world that often feels increasingly fragmented, She craves a sense of belonging – a community that understands Her, sees Her, and values Her. Women seek content that fosters relationships, both with the creators, and with others in the audience. This is the content that resonates deeply, allowing Her to relate through adversity, find comfort in familiar voices, and share her experiences with like-minded individuals.
By telling authentic, real-life stories of overcoming challenges and providing a platform for voices that reflect a woman’s diverse experiences by tapping into the deep human need for belonging. Parasocial relationships and the bonds we form with content creators and influencers, will continue to thrive as women look for content that feels personal and relatable.
For brands, deeper engagement with women lies at the intersection of context and motivation
The content landscape is shifting towards a deeper, more personalised understanding of audiences. Traditional demographic markers like age, income, and location are no longer enough to craft resonant content. In today’s landscape, it’s essential to focus on the emotional and psychological triggers that drive engagement. The 4 C’s- Calm, Curiosity, Confidence, and Connection – serve as guiding principles, emphasising the need to consider women’s emotional states and situational contexts when crafting content. However, the next level of personalisation involves understanding why women engage with content in a particular moment, beyond their demographic profile.
For instance, a woman might turn to content for empowerment when faced with a challenge, to escape from stress or monotony, to feel a deeper connection with others, or to satisfy her curiosity on a subject. Each of these moments represents a different underlying motivation. Therefore, the key question brands need to ask is: What is motivating her right now? Is she seeking validation, reassurance, new perspectives, or a break from the everyday?
This shift presents both a challenge and an exciting opportunity for brands to create deeply personal connections with their audiences. While it presents a challenge to move away from one-size-fits-all messaging, it also opens up an opportunity to create content that resonates on a more intimate level. To truly engage, brands must tap into the unique emotional triggers driving women’s content choices at any given moment.
By aligning content with motivation and context, brands can create more meaningful, authentic connections with audiences. This strategy goes beyond just meeting the expectations of different generations; it enables brands to engage with consumers on a much more individual and personal level. It builds loyalty because women feel seen and understood. They’re no longer just part of a broad demographic segment – they’re individuals whose needs, emotions, and motivations are considered in every piece of content they consume.
This approach, which prioritises emotional needs and motivation-driven content, is not just a fleeting trend; it is the foundation of sustainable content success in the years to come. Brands that can adapt to this new framework will be able to transcend traditional marketing boundaries and foster long-term relationships with their audiences, who now expect and demand content that speaks to them personally and authentically.