Why She Buys: The New Strategy for Reaching the World's Most Powerful ConsumersIf the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle. Women are the engine of the global economy, driving 80 percent of consumer spending in the United States alone. They hold the purse strings, and when they’ve got a tight grip on them as they do now, companies must be shrewder than ever to win them over. Just when executives have mastered becoming technology literate, they find there’s another skill they need: becoming female literate. This isn’t always easy. Gender is the most powerful determinant of how a person views the world and everything in it. It’s stronger than age, income, or race. While there are mountains of research done every year segmenting consumers and analyzing why they buy, more often than not it doesn’t factor in the one piece of information that trumps them all: the sex of the buyer. It’s stunning how many companies overlook the psychology of gender when we all know that men and women look at the world so differently. Bridget Brennan’s Why She Buys shows decision makers how to bridge this divide and capture the business of the world’s most powerful consumers just when they need it most. • No Matter Where You Live, Women Are a Foreign Country: You’ll discover the value in studying women with the same intensity that you would a foreign market. Women grow up within a culture of their own gender, which is often invisible to men. Brennan dissects this female culture and explains the important brain differences between men and women that may cause your female customers to notice things about your products, marketing campaigns, or sales environment that you might have overlooked. • The High Fives: There are five major trends driving the global female population that are key to determining their wants and needs. These global shifts are just beginning to be tapped by businesses, and learning about them can provide you with an invaluable blueprint for long-range planning. • The Good, the Bad, and the Ugly: Find out how the best and brightest companies have cracked the female code, and hear horror stories about those that haven’t. Through instructive case studies and interviews, Why She Buys provides practical, field-proven techniques that you can apply to your business immediately, from giants like Procter & Gamble and Toyota to upstarts like Method home-care products and lululemon athletica apparel. At a time when every company is looking for a competitive advantage, Bridget Brennan offers a new and effective lens for capturing market share. |
Contents
INTRODUCTION | 1 |
What They Didnt Teach | 17 |
GETTING TO KNOW THE LOCALS | 43 |
THE FIVE GLOBAL TRENDS | 83 |
PINK IS NOT A STRATEGY | 143 |
The Difference Between Sex Appeal | 183 |
THE LAST THREE FEET | 231 |
WE HAVE SEEN THE FUTURE | 273 |
NOTES | 285 |
Other editions - View all
Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers Bridget Brennan No preview available - 2009 |
Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers Bridget Brennan No preview available - 2011 |
Common terms and phrases
advertising American audience bloggers blogs Bluefly brain brand clients color comes company's creating customer service dealership Deborah Tannen divorce driving executives experience Facebook feature female culture feminine friends Gems line gender appeal gender differences girls golf household husband impact important industry Jamie kids leverage Lexus lives look lululemon magazine major male marketing campaigns MasterCard men's messages mothers movie never one-child policy opportunity Oprah parents percent pink Procter & Gamble product or service programs Project Runway retail Ryland Ryland Homes salesperson says selling shoppers social someone Southwest Airlines spend story style sumer Swarovski Swiffer talk target there's things tion tomers U.S. Census Bureau understand Vera Bradley what's woman women want workforce young