Marketing to Women - Not a Niche

Women are not a niche group. They control 80-90% of every consumer purchase decision being made right now. If your advertising focus is on men or is gender neutral you could be missing your target altogether.

Women control seven trillion dollars in spending - roughly equal to the entire Japanese economy. Economists cite women as the single most powerful force in the global economy.





Trends by Tom Peters







In TRENDS, his book on marketing to women, Tom Peters, says that women are also making the big ticket item purchases:

• Vacation decisions – 89%
• Personal computers - 66%
• Electronics - 60%
• Home furnishings - 94%
• Kitchen appliances - 88%
• Healthcare purchases - 80%
• New cars - 60%
• New home sales - 91%

Market to Women and get TWO for the price of ONE

There is an added bonus to targeting women. When you make an impression on women with your marketing, research shows the husband comes with her. What makes a brand more appealing to women usually makes it more appealing to everyone. You get TWO for the price of ONE. Now that is a bargain.


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.