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It’s a universally acknowledged truth that women make more than 80% of all consumer purchasing decisions. But it’s less acknowledged that 91% of women say advertisers don’t understand them. And because of this, only 13% admit that marketing is the chief influencer in buying from a brand. It makes you realise that most marketers
are getting it woefully wrong.
We commissioned this report to get to the bottom of what really influences women to buy a brand, what makes them tick, what marketers can do to connect with women, and how brands can tap into this important market effectively and powerfully – using brand partnerships.