Here’s the thing. Marketing to women isn’t complicated; it’s just different from marketing to men. You can’t just slap the color pink on something and wait for women to come rushing in to buy it. You actually have to understand how women want to be treated and then treat them that way.
Since it’s inception marketing has been heavily dominated by male-centric thinking and messaging. That may have been ok into the nineties, but in ensuing decades it has only served to alienate women from many brands.
Why does marketing directly to women matter?
From a purely financial perspective, it makes sense to listen carefully. Women as a demographic are the largest group of decision makers in our economy. According to She-conomy.com, women make 85 percent of all consumer purchases and over the next decade they will control two-thirds of consumer wealth in the United States. If you weren’t paying attention to women before, you should be now!
This isn’t about men versus women; it’s about understanding both sexes in order to better deliver the value they both need. Clearly if women are making 85 percent of the purchases, they are purchasing for men as well as themselves. That’s a lot of money to leave sitting on any table.