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


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...

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