Women have huge buying power. According to Forbes, this group represents the largest market opportunity across the globe, controlling $20 trillion in consumer spending each year. Given that, we also know that women also control the bulk of what gets purchased for the household and beyond, including those items marketed to men.
Boomers led the way, attending college in large numbers, punching through the glass ceiling and demanding higher pay. So while Millennials are a focus for many marketers, when marketing to women don’t ignore the women who laid the groundwork.
With all this in mind, marketing to women takes strategic planning that has longevity. This article at Forbes.com lays out three important things to consider when marketing to this powerhouse group including elevating the portrayal of mixed-gender relationships.