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When you factor in the number of purchase decisions they influence the case for marketing to women becomes even more compelling.

Why all the fuss? Why Now?

Simply put:

There's more, but these statistics should be enough to grab your attention. Women drive the economy, pure and simple.

However, if you need more:

It should be clear the fuss is justified and worth the effort. Although women make up “only” 51% of the United States population, they are the sole or primary decision makers for just about every household (and increasingly business) purchase. Earnings power and wealth ownership are only part of the story, then: spending tells the tale. Yet, in a recent study, 91% of the women questioned said advertisers don't understand them. (Greenfield Online for Arnold's Women's Insight Team).

Frankly, in light of the power packed in women today, the fuss is not big enough. The challenge for marketers is to understand today's woman customer well enough to help meet her needs, the wisdom to communicate in ways that resonate with her cares and concerns, and the patience to build a relationship rather than seal the immediate deal. The first to do this in your industry will make not only today's sale, but tomorrow's as well.

Have I missed the boat?

Have you missed the boat on the women’s market? If you have to ask which boat, it’s not too late but it is time to jump on board. Women are earning more today than ever before and they are responsible for the majority of personal and corporate expenditures. In fact, women are the primary decision makers in many categories that were previously considered to be male domains including automobiles, computers, home improvement, life insurance, investment accounts and travel. And, when you factor in the number of purchase decisions they influence the case for marketing to women becomes even more compelling.