Male and female decision-making is very different. When it comes to shopping, men have very technical needs and want instant fulfillment. Need a pair of jeans? I’m off to Gap. Women want endorsement and confidence through conversation. They look at practical, aesthetic considerations and make lifestyle choices. Buying a sofa? Men shoppers look at functionality.
Women ask “will it suit my life-style, is it an easy clean?” Ikea is spot on – brilliantly turning showrooms into life. Meanwhile, the male TV shopper will pore over technical specs while the female shopper wonders whether it will actually fit in the room, is it suitable for the children, how easy is it to install?
Clever brands that sell well, know where to focus attention. Their insights mean they truly understand how people shop, and understand the nuances between marketing to men and marketing to women. They also understand the growing purchasing power of women.
Marketing to older women is also getting smarter. Women are growing younger: 30 is the new 21, 40 is the new 30, and women aged 60 plus see themselves as vibrant and purposeful. Just look at Helen Mirren – the new face of L’Oréal. According to the seemingly ageless Christie Brinkley, now 61, in Entertainment Tonight, all the talk about age is overrated. “I think that ultimately your age is determined by your attitude, it’s not the number, it’s not how many wrinkles you have on your face. It’s the energy that you project.”
Sarah Todd, CEO, Geometry Global