How marketers (and everyone else) should talk to women

In today’s cultural climate, yesteryear’s ideas for reaching women and persuading them to click, subscribe or buy won’t cut it.

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The Economist recently wrote: “The growing economic power of women is one of the most important trends of our time.”

Key growth drivers, such as delaying marriage and children—as well as rising literacy rates— indicate the average U.S. woman’s salary will rise above the average U.S. man’s by the year 2028. Currently, women control $7 trillion in U.S. spending, and during the next decade, they will control two-thirds of the country’s overall consumer wealth.

Women influence are responsible for 85 percent of all consumer purchases, including everything from cars and healthcare to consumer electronics and bank accounts, but many marketers look at the purchasing power of women as a niche market.

In one study, 91 percent of female consumers agree that marketers don’t understand them.

A biological difference

It comes down to this: men and women think differently. Neither is right or wrong—just different.

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