Tag Archives: Women

Brands can’t ignore women

In 2005, in a historic first, women “under the age of 30” in the biggest U.S. cities surpassed men “in earning power. ” Across the globe, women are faring better than men in employment trends. In Brazil and the U.S., for example, far more men than women are out of work. Even in higher education, women are “outpacing” men, achieving 140 bachelor degrees for every 100 that men attain.  From 1969 to 2000, the number of female graduates increased 157%, but the number of male graduates increased only 39%. As a result of such advances, women are gaining prominence in the global marketplace as new “economic powerhouses.”

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Women make a majority of brand purchase decisions

consumer-behavior-research-case-studyWhen it comes to the dynamics of the marketplace women have changed the game. Forty‐ two percent of women agree, “I regularly influence friends and family to buy or not buy a particular product or service,” – up significantly from September 2008.  In addition, 54% agree “I feel it is my responsibility to help friends and family make smart purchase decisions.” Women today are consumers, broadcasters, and amplifiers of ideas in the marketplace; expect these recommendation and word‐ of‐mouth dynamics to continue intensifying. Continue reading