There have been countless articles written, podcast discussions had, and interviews given in this industry in a constant quest to determine what women want. Politicians want to know how women vote and what ballot initiatives we’ll support. Retailers want to know how to get more women in their stores. Friends and loved ones want to know what to buy a woman for a special occasion. Manufacturers want to know what women are looking for in a gun, a concealed carry purse, range pants and more. And a good majority of the time, the people giving the “here’s what women really want” advice are…wait for it…men.
Well, I’m tired of it. I’m here to settle the issue once and for all by giving you the ultimate answer. As a woman, I know exactly what women want. Are you ready? The answer is:
WE ALL WANT SOMETHING DIFFERENT BECAUSE WE’RE INDIVIDUALS WITH DIFFERENT NEEDS AND TASTES, NOT A HOMOGENOUS BLOCK.
That’s it. That’s the article. But let me expand.
What women want is to be treated as individuals, which is what we are. When’s the last time you heard a podcast host talk about “What do men really want in their guns?” or “How can a sporting goods store tailor its sales approach to appeal to more men?” They’re ridiculous questions, and they’re equally ridiculous when applied to women.
Sure, you can make some generalities: Most of us would agree that we want quality gear that works, and we don’t want to pay a big “pink tax” on it. Most of us would agree that the sporting goods store should have clean bathrooms and teach their staff not to call anyone “little lady.” But as individual shooters and buyers, we have individual preferences.
Some of us love pink guns. Some of us are insulted by the very existence of pink guns, while others of us are neutral on the subject.
Some of us like a fine leather concealed carry purse with fringe and giant buckles. Some of us want something more understated. Others of us would never consider purse carry in the first place.
Some of us are tall and lean and think appendix carry is the most comfortable position in the world. Some of us are curvy and can’t make that work to save our lives.
Some of us have boobs we can hide a bra holster under. For others, our A cups are a one-way ticket to Printing Town.
Some of us like 12 gauges. Some of us are 20-gauge girls.
Some of us love tactical leggings. Some wouldn’t be caught dead in them.
Some embrace girly terms like “diva,” “princess” and “babe” while others of us would rather hunt and shoot without calling attention to our gender.
Some of us learn best when an instructor is tough and stern. Some of us want a softer approach.
Some of us want to be catered to when we walk into a sporting goods store alone. Others find that patronizing.
Get the idea? We all want something different. We’re all individuals. Stop asking “What do women want?” and start asking “What do YOU want?” I know, that’s a more difficult marketing challenge, and it makes for a much less catchy tag line. But if you want us to buy something or do something or sign onto a cause, it must be something we care about or that interests us personally.
I pitched this article to NRA Women’s editor back in the summer, but I’m writing it the week after the 2024 elections, and it turned out to be more timely than I’d ever anticipated. A niche (at least I hope it’s niche) segment of Democrat voters are currently melting down on social media about how women have betrayed themselves and their kind, and the media is totally perplexed at how more women, percentage wise, voted red compared to previous elections. How could women possibly consider not voting for another woman, they ask, wringing their hands in melodramatic horror and disbelief.
They’re making the same mistake any industry makes when it asks, “What do women want?” In their minds, they’ve sorted us into one big identity block defined by our sex, as if we’re all the same. As if we aren’t each individuals with different priorities and preferences. As if our gender is the only thing we use to define ourselves. As if a presidential candidate’s gender is the most important thing about him or her.
Now, I recognize that women have come a long way in the hunting and shooting community in the past 20 or 30 years, particularly as it regards the gear and clothing available to us. That’s not something I take for granted, and we have a lot of it because we were asked what we want—and because of some trailblazing women who made things happen. I don’t think the question “What do women want” is inherently wrong or bad; it’s just not the most helpful question we could be asking. When it comes down to it, women mostly want the same things men want, which (in the gun store context) include plenty of options at a variety of price points; the chance to buy gear that fits us and works well; to be treated fairly and with respect; and maybe to snag a bargain once in a while.
So the next time you’re tempted to ask what women want, or you’re asked the question yourself and need an answer, I’ve got one for you: Ask the woman (singular). Her answer is not going to be my answer, because there ISN’T one answer.
