WOMAN!The biggest, nearest, most powerful and most underserved market of all time!

The woman and the car sales man

Did you know…

In the US, woman decide for 80% of all consumer purchases (consumer market is 66% of US GDP)

Number of working woman is surpassing number of working men in the US

¾ of job loss in the US is among men

Companies suffering female fever…

Female washing…

Female marketing 1.0: make it pink

The Densia | Spain PortaJane | US One White Pearl | NL

Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups |

womenspeakworldwide.com

Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com

WOMAN…❉Feel vastly underserved❉Feel patronized in the marketplace❉Feel underestimated in the workplace❉Constantly juggle conflicting priorities❉2/3 consider themselves as overweight

❉Underestimate female purchasing power❉Ignore female purchasing decision power❉Promote female stereotypes❉Use outdated marketing narratives

Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups | womenspeakworldwide.com

COMPANIES…

It is true, woman feel undervalued

It is a very old fashioned idea that women is a single minded target audience“Women” does not exist

Different segments with different needs…

Econ

omic

Cla

ss

Life stage

Different attitudes when it comes to beauty

Integrate beauty ideal

Resist beauty ideal

PretendingBeing

ConformistBeauty15%

ConformistBeauty15%

P.R.Beauty23%

P.R.Beauty23%

FlashyBeauty13%

FlashyBeauty13%

Discrete Beauty10%

Discrete Beauty10%

Rejecting Beauty9%

Rejecting Beauty9%

Fresh Beauty9%

Fresh Beauty9%

ObviousBeauty18%

ObviousBeauty18%

The female beauty universe

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2

3

4

5

6

7

Female marketing 2.0?

Woman don’t want to be perfect size 6, they want to feel and look good (the fit block)

From patronizing patterns to serious technology

Woman make the decision in purchase of 94% of home furnishing 92% of vacations…

91% of homes… 60% of automobiles…51% of consumer electronics

The worst industry of all

However the shit hits the fan, private wealth in the US will grow from 14 to 22 trillion $

by 2020.

HALF of it will be owned by… women

RULES OF THUMB IN MARKETING TO WOMEN

• If you’re the one who connects female consumers to each-other, they will feel connected to you

• If your marketing targets just one of her lives, you miss all the others• If you have to ask her, it is probably to late• Being reliable to one generation will lead you to the next• Don’t interfere her attention, be around in her periphery• Co-parent your business with female consumers• Be caring, be good, be true• Don’t patronize. Coach.

❉Woman feel not respected as full client to do business with

❉Feel treated like dummies talked down to❉Woman feel poorly advices on their

situation❉Woman are annoyed by to much

housefather focus and a lack of family focusBoston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups |

womenspeakworldwide.com

WHEN IT COMES TO BANKS

Female marketing 2.0: In men-oriented markets, serving women as

ladies turns you in a gentleman

Female marketing 2.0: In female-oriented markets, have a deeper

empathy for needs

Thanks for your attention!