MYTH #4: The only reason to market to women is to diversify and remain politically correct. But staying focused on business should be the top goal.

MYTH: The only reason to market to women is to diversify and remain politically correct. But staying focused on business should be the top goal.

TRUTH: Women aren’t a minority you need to address them to keep everyone “happy.” Women are the majority of your market.

Women are making 85 to 95 percent of household spending decisions.

When a segment of the U.S. market is making 85 to 90 percent of the household spending decisions—including cars, boats, home remodeling, auto repairs, wealth management—if you don’t get their attention, and their business, someone else will.

Followers of this Myth may also want to consider this:

• Women control more than half of private wealth in the U.S.
• Women-owned businesses in the U.S. employ more than Fortune 500 companies do worldwide.
• Women bring in more than half of the income in U.S. households.

Stephanie Holland, Holland + Holland CEO/Creative Director, is a serious marketing guru with an extremely thorough methodology and ever-present sense of humor to balance it all out. She has headed up Holland + Holland Advertising for 25 years.