Marketing to women

Jane Cunningham and Philippa Roberts

Changes in social norms have meant that women are increasingly affluent; responsible for almost 80% of all marketplace purchases.

Marketing to women

Jane Cunningham and Philippa Roberts

Women are the most important target audience on earth. Figures published recently by The Economist suggest that women in the West are responsible for almost 80% of purchase decisions. In sectors as traditionally masculine as automotive or consumer electronics, women are becoming the dominant purchase makers. And, in many developed categories, the most substantial areas of growth are driven by increasingly affluent female consumers.

Yet despite these figures – and the huge opportunity they represent – the female audience remains under-catered-for by the marketing and communications communities. In...

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