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We Are SuperHuman


Move over Millennials: Why sports brands need older women

20 Jul 2018, Posted by admin in Interviews, Women

Groundbreaking cycling writer Adele Mitchell is hot on encouraging older women to participate in sport and celebrating the very many women who already take part. Older women, however, are often invisible in sports advertising – so we spoke to Adele to find out why brands should be reaching out to them.


18 Jul 2018, Posted by admin in Women

The Women We See report by the GLA and UCL was published this week highlighting that in 2018 gender equality is still a problem in advertising and the women we see are not representative of the diversity we see in real life. At SuperHuman we fully welcome the call to action element of the initiative.  The point of the report is not just to raise awareness of the eponymous diversity issues, that many of us are aware of, but to challenge London’s creatives to show women as they.

Middle Age Explorers: Experience doesn’t just belong to Millennials

10 Jul 2018, Posted by admin in Healthy Living, Wellness, Women

When we think about the experience economy and the idea of doing more rather than owning more, we often think of Millennials and Gen Z leading the way. Yet in SuperHuman’s Invisible Middle research, we can see that the experience economy is not just for Millennials. SuperHuman found that 78% of 40+ women had an appetite to explore and have new experiences.

For women over 40, experience and doing things that inspire sits front and centre for so many of them. The data from SuperHuman’s research plays this out. The top five key concerns for women aged 40 plus are: keeping healthy, fitness, doing things that challenge them, friendships and careers.

5 things that I learned from the DIMA Summit yesterday

03 Jul 2018, Posted by admin in Events, Women

DIMA stands for Diversity in Marketing & Advertising and this week was their second annual series of the highly anticipated event.  DIMA Summit is the only event of its kind in Europe, bringing together the entire marketing and media ecosystem under one roof, with a focus on fostering greater diversity and inclusion in the industry.

Our Co-Founder Sandra attended and she’s shared the five things she learned with us here.


18 Jun 2018, Posted by admin in Women

Cannes Lions 2018, the festival of creativity, bursts into action today providing a high profile stage to address the gender imbalance in senior creative leadership. 

It is estimated that women make up 46% of the advertising industry, but account for just 11% of creative directors.  As both a Cannes Lions judge and mentor in the See It Be It initiative we are evangelistic believers in action speaking louder than words and this principle is central to our unique creative offer.  We have put a framework in place that means, whether the brief is a female-focused NPD or a brand that wants to better connect with women, our creative is always on the money for our clients.

SuperHuman Insight: Attitudes to menopause are changing

01 May 2018, Posted by admin in Wellness, Women

We asked over 1,000 women about their associations and attitudes to menopause. While there is much work to be done in changing associations, the report did suggest that attitudes are evolving and there is a group of women leading the way. But how can brands and the media get involved?

Menopause. It’s time for a rebrand

19 Apr 2018, Posted by admin in Wellness, Women

New research, commissioned by SuperHuman, has revealed that the cultural, medical and societal portrayal of the menopause is out of touch with how women live their lives today. An opportunity for brands? Absolutely! We explore some of the insights.

Marketing to Women 3.0 – why it’s good to remember that International Women’s Day isn’t Christmas

12 Mar 2018, Posted by admin in Women

International Women’s Day 2018 was a watershed moment for brands with many using the opportunity to show their support for women and equality, with varying levels of success. As the only agency in the UK that specialises in helping brands to connect with women, we wanted to highlight the good, the bad and the ugly and give some top tips on how brands can get marketing to women right.

SuperHuman’s mission to get more women investing

27 Feb 2018, Posted by admin in Finance

Over the last year, SuperHuman has been working with Boring Money to challenge the financial services industry to sit up and evolve its communications. It’s time to rip up the rulebook, lose the jargon and re-imagine financial information to make it more engaging and meaningful for real people and get more women investing.

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