Marketing to women: the new rulebook

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Marketing to women: the new rulebook

Rachel PashleyJWT

Introduction

Women are the largest 'emerging market' in the world, according to Ernst & Young, with their global income projected to grow by $5 trillion to $18 trillion by 2018. To put this into perspective, this is equivalent to double the growth in GDP expected from China and India. Whilst in some ways being referred to as 'an emerging market' is something of an unusual statement when one is after all describing half of the world's population, yes, it would appear that we have arrived. With women estimated to control over...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands