why focus on women?

  • Women control over $20 trillion in worldwide spending

  • Women make 85% of all consumer purchases

  • 91% of women feel that advertisers don’t get them

  • 11% of advertising creative directors are female

  • Women control more than 60% of all personal wealth in the U.S.

  • Women purchase over 50% of traditional male products

  • Women 50+ spend 250% of what the population does

  • Women account for 93% OTC pharmaceutical purchases

  • 59% of women feel misunderstood by food marketers

  • 66% feel misunderstood by health care market

  • 74% feel misunderstood by automotive marketers

  • 84% feel misunderstood by investment marketers

  • 84% of Millennial women don’t trust advertising

Sources: Muhtar Kent, Chairman of the Board and CEO, The Coca-Cola Company, October 2010; Yankelovich Monitor & Greenfield Online; Adweek, August 24, 2017; Federal Reserve, MassMutual Financial Group, BusinessWeek, Gallup; Andrea Learned, “Don’t Think Pink”; Tom Peters, in the forward to “Marketing to Women”, by Marti Barletta; The McCarthy Group, “Millenials: Trust & Attention Survey”, February 2014