Home Work #SideHustle Female Buying Power

The 90 second video below by she-conomy.com shows that female consumers make a majority of purchasing decisions in comparison to men.

  • 70% of new businesses are started by women
  • 85% of all brand purchases are made by women
    • 91% of new homes
    • 80% of health care
    • 93% food
    • 65% new cars
    • 93% over-the-counter meds
  • Yet 91% of women feel advertisers don’t understand them…
  • Perhaps this is because only 3% of creative directors are women.

Although I knew females were powerful consumers, this video shows just HOW powerful we are.  Pretty incredible isn’t it?  After watching this video I thought to myself, “what DON’T we women do?” If women are making 80%+ of buying decisions, where are all the guys? And, WHY are there not more female creative directors?!

How are marketers using these statistics on women to shape their advertising campaigns?  Are they doing a good job?  How could they improve?

23 replies to this post
  1. Wow I was quite surprised by these statistics. My next question would be: who are these women? Are they educated? middle-class? single? Does race/ethnicity come into play in these statistics?

    Great post.

  2. [...] http://www.mscareergirl.com/2010/06/13/female-buying-power/ Filed Under: Facebook Marketing blog comments powered by Disqus /* Return to top of pageCopyright © 2011 · Genesis Framework by StudioPress · WordPress · Log in /* */ window.fbAsyncInit = function() { FB.init({appId: '390738917215', status: true, cookie: true, xfbml: true}); }; (function() { var e = document.createElement('script'); e.type = 'text/javascript'; e.src = document.location.protocol + '//connect.facebook.net/en_US/all.js'; e.async = true; document.getElementById('fb-root').appendChild(e); }()); var _cmo = {background_color: "#003C68",label: "Contact Me",text: "Contact Me",align: "left",valign: "middle",form: "4d3ba430ee2ade3819006475",lang: "en"}; (function() {var cms = document.createElement('script'); cms.type = 'text/javascript'; cms.async = true; cms.src = 'http://static.contactme.com/widgets/tab/v1/tab.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(cms, s);})(); var shadowbox_conf = { animate: true, animateFade: true, animSequence: "sync", autoDimensions: false, modal: false, showOverlay: true, overlayColor: "#000", overlayOpacity: 0.8, flashBgColor: "#000000", autoplayMovies: true, showMovieControls: true, slideshowDelay: 0, resizeDuration: 0.35, fadeDuration: 0.35, displayNav: true, continuous: false, displayCounter: true, counterType: "default", counterLimit: 10, viewportPadding: 20, handleOversize: "resize", handleUnsupported: "link", initialHeight: 160, initialWidth: 320, enableKeys: true, skipSetup: false, flashParams: {bgcolor:"#000000", allowFullScreen:true}, flashVars: {}, flashVersion: "9.0.0" }; Shadowbox.init(shadowbox_conf); [...]

  3. If women feel that advertisers don’t understand them, then why are they buying so much? Kind of makes you think there’s a reason why only 3% of creative directors are female. Women love to feel that “no one gets them”. But proof of this would be not buying stuff. Until then, those men will keep getting those fat paychecks.

  4. So since all of this is true why do I still hear ranting and ravings on my college campus about the wage gap, glass ceiling and lace curtain? I only bring this up because they had a demonstration last week.

  5. How would you react knowing that the majority of the bests campaigns directed to the female public are created and directed by men??
    It may sound like bullshit, but in fact it isnt. ;)
    I’m not defending any gender, i’m just adding informations…
    Thanks people

  6. hi Nicole Crimaldi,
    My name is Erna from Indonesia.
    actually I like your article ” purchases are made by women”. I want to ask you manything related to your article. May I know your email address. Thank you very much.

  7. The other day, while I was at work, my sister stole my apple ipad and tested
    to see if it can survive a thirty foot drop, just so she can be a youtube sensation.
    My apple ipad is now destroyed and she has 83 views. I know this is totally off topic
    but I had to share it with someone!

  8. A fascinating discussion is worth comment. There’s no doubt that that you ought to publish more about this issue, it may not be a taboo subject but typically people do not discuss such subjects. To the next! Many thanks!!

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  10. Yesterday, while I was at work, my sister stole my iphone and tested to see if it can
    survive a 25 foot drop, just so she can be a youtube sensation.
    My iPad is now destroyed and she has 83 views.
    I know this is entirely off topic but I had to share
    it with someone!

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