The document discusses the significant consumer influence of women, who make over 80% of purchasing decisions yet feel underserved and patronized by marketing practices. It highlights the need for businesses to recognize and adapt to women's diverse needs and preferences, recommending strategies for effective female-targeted marketing. The author, Stefaan Vandist, emphasizes that understanding women's roles and challenges in both the workplace and marketplace is crucial for successful engagement.

1. WOMAN!
The biggest, nearest, most powerful
and most underserved market of all time!
Presenta(on wri-en and arranged by Stefaan Vandist, strategic planner at Trinity Consult, stefaan@triity‐planning.be

2. The great question - which I have not been able
to answer - is: "What does a woman want?”
(Sigmund Freud)

3. What is the problem with marketing to women? The famous joke about the woman an
the care sales representative is the best illustration of what is going wrong

4. Women. The Ultra-Mega Niche. The under-served market of all markets.
Did you know…
Just consider the fact that women, who comprise just over 50% of the US population,
make over 80% of the consumer purchasing decisions (and in case you're
wondering, consumer spending accounts for two-thirds of US GNP). No wonder a
growing number of companies have 'FEMALE FEVER'. We'll let the examples
speak for themselves.

5. In the US, woman decide for 80% of all
consumer purchases (consumer market is 66% of US GDP)

6. Number of working woman is surpassing
number of working men in the US

7. ¾ of job loss in the US is among men

8. Companies suffering female fever…

9. Female marketing 1.0:
make it pink

10. The Densia | Spain PortaJane | US One White Pearl | NL

11. The largest research on women of all time: Boston Consulting Group |
2008 | 12.000 respondents | 40 countries | # social groups |
womenspeakworldwide.com

12. WOMAN…
• Feel vastly underserved
• Feel patronized in the marketplace
• Feel underestimated in the workplace
• Constantly juggle conflicting priorities
• 2/3 consider themselves as overweight
Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups |
womenspeakworldwide.com

13. COMPANIES…
• Underestimate female purchasing power
• Ignore female purchasing decision power
• Promote female stereotypes
• Use outdated marketing narratives
Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups |
womenspeakworldwide.com

14. After all, L’Oréal was right:
woman feel undervalued

15. It is a very old fashioned idea that women is a single
minded target audience
“Women” does not exist

16. Economic Class
Life stage
Different segments with different needs…

17. Integrate beauty ideal Conformist
2 Beauty
15%
Obvious
1
Beauty
P.R.
18%
3 Beauty
23%
Being The female beauty universe Pretending
7 Fresh Beauty
Flashy
9%
4 Beauty
13%
Rejec(ng Beauty
6 9%
Discrete Beauty
5
10%
Resist beauty ideal
Different attitudes when it comes to beauty

18. Female marketing 2.0?

19. Woman don’t want to be perfect size 6,
they want to feel and look good (the fit block)

20. From patronizing sameness for women (skin moisturizer)
to serious technology

21. Woman make the decision in purchase of
94% of home furnishing 92% of vaca(ons…
91% of homes… 60% of automobiles…51%
of consumer electronics

22. The worst industry of all when it comes to communication with
women = banking

23. However the shit hits the fan, private wealth
in the US will grow from 14 to 22 trillion $
by 2020.
HALF of it will be owned by… women

24. BUT…
• Woman feel not respected by banks as full client to do
business with
• Feel treated like dummies talked down to
• Woman feel poorly advices on their situation
• Woman are annoyed by to much housefather focus and
a lack of family focus
Boston Consulting Group | 2008 | 12.000 respondents | 40 countries | # social groups |
womenspeakworldwide.com

25. RULES OF THUMB IN MARKETING TO WOMEN
• If you’re the one who connects female consumers to each‐other, they will feel
connected to you
• If your marke(ng targets just one of her lives, you miss all the others
• If you have to ask her, it is probably to late
• Being reliable to one genera(on will lead you to the next
• Don’t interfere her a-en(on, be around in her periphery
• Co‐parent your business with female consumers
• Be caring, be good, be true
• Don’t patronize. Coach.

26. Female marketing 2.0:
In men-oriented markets, serving women
as ladies turns you in a gentleman

27. Female marketing 2.0:
In female-oriented markets, have a deeper
empathy for real life-stage oriented needs

28. THANKS FOR YOUR ATTENTION
Thanks for your attention!
Stefaan Vandist
stefaan@trinity‐planning.be
www.trinity‐planning.be