Subtle Marketing Changes for the Differences between the Sexes
When it comes to marketing, understanding the differences between the sexes can make campaigns more successful. Products that are marketed to men can also appeal to women. But, if products are marketed to women clearly to women they usually don’t appeal to men.
Therefore, it is critical for marketers to learn about the values lifestyles of their audiences. Listen and watch their preferences and how brands fit into their lives. Do not rely on stereotypes or your own unconscious bias.
Women Have Buying Power
Women are shoppers. But, not in the stereotypical sense. In western countries, Women have built very strong purchasing power, and it is becoming more common for them to earn more than their partners. In 2013, 40% of women earned equal to or more money than their husbands and this number is up from 25% in 1990.
Women not only are responsible for a significant percentage of household shopping, but they also prefer to influence purchases in important ways (think of men buying clothes or cars). Women are very conscious of how and where they spend their hard-earned money. In fact, more than 85% of women do business with companies that know the needs of female consumers. Considering that women are responsible for more than 80% of the purchases in the US, companies that cater to women’s needs will be more successful than those that do not.
