Who Should Be Marketing to Women?

  • Banks
  • Hotels
  • Airlines
  • Educational Institutions
  • Restaurants
  • Car Dealers
  • Not-For-Profits
  • Cultural Institutions
  • Childrenâs products
  • Healthcare
  • Anyone Selling Anything In America

 

What the experts are saying...

"American women are, in effect, the largest national economy on earth."

- Tom Peters,
The Circle of Innovation, 1977

 

"The travel industry is just waking up to the purchasing power of women business travelers who represent 50% of business travel."

- Marybeth Bond, Wyndham Hotels and Resorts Advisory Board of Women Travelers

 

"For decades, money managers have slighted more than half of the nation's population. The financial officers of many American households – the women – have been neglected."

ãMoney Managers Shift Focus to Women,ä The Wall Street Journal, November 24, 1997

Women shop more – for themselves and their families. They make more purchasing decisions. They spend more on the Internet. They invest for themselves and their loved ones. In fact, according to the U.S. Labor Department, 47% of Americans with assets of $500,000 or more are women. They even teach their children how to buy, instilling in them a love – and loyalty – for America’s biggest brands.

And don’t forget about single females. According to The U.S. Market for Solo Female Consumers1, unmarried women claim an aggregate income of $166.1 billion dollars, with that number growing continuously. The Economist points to single females as “the shock troops of creativity and culture… (who) drive gentrification… restaurants and night life.” And Scott McDonald, head of marketing research at Conde Nast, is amazed at how much single professional women in their 30s spend on “holidays, art classes, music lessons, health clubs, concerts, yoga classes, movies, eating out—and, of course, shopping and shopping.”2


1. Published by Packaged Facts and released by MarketResearch.com
2. “The Bridget Jones economy,” The Economist, Dec. 20,2001

Our point is this: As a female-owned and -operated business, The Moderns are acutely aware of the significance of female buying power. We understand what drives female purchasing decisions across a wide plain of markets. And we are aware of economic sectors where female needs are not being met – providing incredible opportunity to those companies with a pioneering spirit.


Nowadays, everyone is overworked and overstressed – but women are especially feeling the crunch. Balancing careers, families and personal needs is a constant struggle for women – and it shows in their purchasing decisions. Women want their money to buy more than just stuff. They want their purchases to help the planet, contribute to the community, provide safety, and eliminate some of the guilt that is a byproduct of their overactive, “I can never do enough” lives.

They will gain female shoppers – and perhaps female shoppers’ daughters – who will be loyal, repeat customers.


Companies who ignore the female gender are missing a vast opportunity.


If you are interested in tapping into this affluent, under-serviced market, please contact us. We offer a variety of services – including consultation, product redesign and brand analysis – to help your business meet the needs of the female customer.


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