why focus on women?
Women control over $20 trillion in worldwide spending
Women make 85% of all consumer purchases
91% of women feel that advertisers don’t get them
11% of advertising creative directors are female
Women control more than 60% of all personal wealth in the U.S.
Women purchase over 50% of traditional male products
Women 50+ spend 250% of what the population does
Women account for 93% OTC pharmaceutical purchases
59% of women feel misunderstood by food marketers
66% feel misunderstood by health care market
74% feel misunderstood by automotive marketers
84% feel misunderstood by investment marketers
84% of Millennial women don’t trust advertising
Sources: Muhtar Kent, Chairman of the Board and CEO, The Coca-Cola Company, October 2010; Yankelovich Monitor & Greenfield Online; Adweek, August 24, 2017; Federal Reserve, MassMutual Financial Group, BusinessWeek, Gallup; Andrea Learned, “Don’t Think Pink”; Tom Peters, in the forward to “Marketing to Women”, by Marti Barletta; The McCarthy Group, “Millenials: Trust & Attention Survey”, February 2014