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Women are the alpha-consumers of our planet

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Women are the alpha-consumers of our planet – over 85% of all direct purchases are made by women. And even when we’re not the primary purchasers, our sphere of influence is extensive - we wield the twin powers of persuasion and veto.

 

But despite women doing the majority of buying, brands are consistently falling short. Most agency creatives and strategists, CEOs, marketing directors and product designers are men, so brands and products are being created in a dominant male culture, resulting in one-dimensional ways of working, modes of thinking and points of view.

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It’s no great surprise therefore to learn that 91% of women say advertisers don’t understand them and seven in ten women feel “alienated” by the advertising they’re served.