Women control 80% of US spending … that’s huge! They are delaying marriage and family and opting for higher education and higher earning power. In emerging markets, women are entering the workplace at an amazing rate. Women will soon dominate the global marketplace and companies who recognize them as purchasing powerhouses and direct their messaging towards them will end up big winners.
Today women control or influence most of the household purchases including banking and healthcare. They make decisions on cars, vacations and private schools. This is a big shift from the “traditional” role of women as once perceived in commerce. Those companies who are willing to recognize this shift and develop marketing programs that target women will soon learn that they have long time loyal customers and endorsers.
According to Forbes “Women are the market … not just a niche” and this statement is supported by the reality that more and more corporations are in fact targeting their messaging to females. Citigroup, among other financial companies, is targeting women in their advertising with
more images of women than men.
The “girlie” stereotype
is a big no no
Several years ago, Dell Computers created a cutesy site for women called Della – and boy did that bomb! Contrary to what some marketers might think, most women do not want to think of their technology as a fashion statement and they do think about things other than diets and workouts … geez. They are not looking for computers that speak to style and color choice. Rather, similar to their male counterparts, they seek tools to accommodate and facilitate their busy business and personal lives. The outrage from women in response to Della was comical … poorly done, Michael. She’s way gone now … not much of a trace of her remains online … Della oh wella. He he.
The bottom line is this. Women wear pants with uber deep pockets. Financial services companies, manufacturers of autos, computers and other tech and electronic gear need to get with the program in terms of the consumer power of Today’s Woman.