What women really want from campaigns
Peter Field
So far in this column, I have avoided targeting particular demographic groups because I do not believe that demographics provide a reliable basis for strategy. Shared values are determined more by individual outlook and identity than by demographics. This is less true when it comes to gender, but I maintain that targeting women as a homogeneous group is simplistic and inefficient. Looking for common strands of best practice in marketing to women is likely, therefore, to be of limited value – so why am I bothering?
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