What understanding women teaches us about relationships, loyalty and business

Several years ago I heard a simple sentence somewhere: If you want to understand a society, observe how it treats women.
This does not apply only to society, but also to families, relationships – and surprisingly often to business. When a woman is satisfied, the man is usually satisfied as well. When the relationship between partners is stable, the children are calmer too. When there is more balance at home, everyone has more energy to create.

Do you agree with this?

And yes, it is often difficult for us because we do not understand them. Men tend to think quite binarily – something like 10011001101. Women, on the other hand, often think more complexly: if, or, and … and then another round of reflection. Men can argue, make an agreement and move on. Women? Let us just say they often have a somewhat longer memory for things that men forget quite quickly.

What does understanding a woman mean to me? A lot. Why? Because the one who understands her also understands part of how the world works. I am exaggerating a little, of course. But think about it: the better you know a woman, the better you can communicate with her, understand her and live with her. And life is simply more beautiful because of it.

Business understood this long ago

Many of the most successful brands understood something very simple a long time ago:
If you understand a woman, you understand a large part of consumer decisions as well. In many industries women make or strongly influence the majority of purchasing decisions – from food to travel, gifts and many other everyday choices.

Let me give a simple example from life. To be honest, I do not really like thinking too much about what we will have for lunch. I am fortunate that my wife enjoys cooking very much – and she does it excellently. I also do not pay too much attention to clothing. I like to be well dressed, but male fashion mathematics is often quite simple: a few colours, a few combinations – and that is it. That is why I am quite happy that my wife is my stylist. On the other hand, in some matters she leaves the decision to me – for example when planning a trip or choosing a travel destination.

And it is exactly this exchange of responsibilities that builds a relationship and trust. What is important is that it is always mutual.

Relationships create loyalty

A family is actually a small ecosystem of relationships. Similar to a company, a friendship or society as a whole. We are social beings. For balance we need relationships. And it is relationships that truly create loyalty.

I wrote about this about a year ago when I reflected on how loyalty is built – in companies, among employees and in relationships with customers. If you have not read the article yet, you can find it at the following link https://marketing.sos-sw.si/feb-jt-slo , so I will not repeat it here.

The female cycle – the natural rhythm of energy

I would like to touch on another perspective on understanding women that modern society often forgets. This is the female rhythm.

Male energy is often more linear – focused on a goal. Female energy, however, is often more cyclical. It is similar to the seasonal cycle in nature, except that this rhythm repeats every month. When we understand this, many conflicts in relationships become much easier to understand. Often it is not a problem – but simply a natural rhythm.

And we must learn to accept this. Although I admit that this is not always easy.

Understanding creates loyalty

In relationships – both at home and in business – there is one universal truth:

People stay where they feel understood.

The same applies to partnerships, families and brands.

If a customer feels understood – they return.
If an employee feels valued – they stay.
If a woman feels respected and heard – she will often stand by her partner with even greater strength.

This is the natural mechanism of loyalty.

Why gifts are actually an emotional currency

A thoughtfully given gift is often one of the most beautiful messages we can give to another person. And very often it is not connected with money at all. Many of the most beautiful things in life cannot be bought. Yet the feeling and the story behind a gift often mean the most.

Sometimes we run out of ideas – and this is when gift cards or experience vouchers can be useful. However, it is important to understand one thing: gift cards, loyalty programmes and digital platforms are only tools.

If a man buys a gift card without a story behind it, his partner will very quickly understand that it was a last-minute solution.

That is why at SmartGifty we always emphasise that gift cards are not only a financial instrument. They are an emotional bridge. The entire experience matters – from the moment of purchase to the moment someone uses the gift. When someone buys a gift card, they are not really buying only value. They are buying something else: attention, emotion and experience.

And very often it is the woman who will later share that experience with others – with her partner, friends or family. This is also one of the reasons why many shopping centres today no longer want to be just places for shopping. They are becoming destinations.

Places where people meet. Where they spend time and where memories are created.

A small tip for giving gifts

If you are a man reading this, I have a simple piece of advice. Do not buy gifts simply because “you have to”. Buy them with intention. Whether it is a bouquet of flowers, a gift card, a dinner or a weekend getaway. Something that communicates three simple messages:

I see you.
I appreciate you.
You matter.

Sometimes even a small gesture can make a big difference. And often that energy comes back – in the relationship, in the family and in life.

In conclusion

In business we like to talk about data, technology and strategies. But in the end everything is built on something much simpler – understanding people. And very often that understanding begins exactly where relationships begin: in the ability to truly see, hear and understand another person.

A happy woman means a happy home.
A happy home also means a better society.
And a better society means more space for good relationships – including in business.

Ladies, I wish you a wonderful International Women’s Day.
Men – for us, perhaps a little more understanding.