Some say 80% of all commercial decisions are made by women. In the case of the Netherlands this apparantly boils down to a ‘meager’ 67.5% (Women Want More, BCG). Reason enough to start putting more empasis on the ‘Eve’ in Adam and Eve. Of course us men deep down inside have known for a long time women have quite a lot of impact in todays society, but somehow I guess part of ourselves (men that is) also still wants to deny it.
FMCG and beyond
Within FMCG companies the interest in women has been present for quite some time. In media buying lots of brands focus on women between 20 and 49 years old. But how about buying a house, financial products or a car? Let’s take the latter one. Women in general - sorry ladies, I am sure some of you will feel excluded, but blame the lady writers Nummerdor and De Vette in their very interesting book Miss Marketing – buy a car :
-when something specific occurs: new job, family
-with a more practical approach (… and less chrome and walnut wood)
-the decision where and what to buy is more based on experience by others
Though most car companies still focus their marketing on men – old guys, young chaps, hip dudes, traditional males – on online platforms and websites there’s more and more to be found specifically on women and cars. Check out 10 Most Purchased Cars by Women (and the Dutch specific website Carwoman by Viola Robbemondt. Maybe brands should also start looking more at a brands like Diet Coke / Coca Cola Light, Rituals, Linda Magazine and H&M; and maybe Jillz (by Heineken), although according to some female colleagues, that one’s only cute because sooo over the top. In 2011 General Motors did something very smart that also would help: putting more women on key position.
So guys, if you don’t want to be honest or modest, in marcom there (now) is yet another reason to beam up your focus on and think more like women: be more successful! (and ladies, I guess you naturally need less advice on this, especially from a guy)