A Food Marketing Fact: Women Don’t Need Specialized Products

Marketing Food to Women

Food Marketers: Women Don’t Need Special Chocolate Bars

A recent article in BusinessWeek noted that Cadbury has created its own chocolate bar for women. Though packaged in Cadbury’s corporate purple instead of pink, the bar is “lady” because the chocolate and wafer bar is, according to them, “a lighter way to eat chocolate, and the resealable package allows women to consume just a bit at a time.” Crispello is clearly marketed at the weight-conscious, which I believe they are suggesting is an exclusively female domain. And while I love the concept of the resealable package, I don’t want anyone telling me how to eat my chocolate. Or worse, assuming they know better than me how I should eat my chocolate. Identifying this as a “woman’s product” brings us all back to those tired gender stereotypes.

The picture that this type of marketing paints is that women are incapable of doing much, including eating, without help from some friendly corporations. The truth is, we’re actually doing better than OK. Most of us can decide how to eat our chocolate without any help or pre-determined portion control. And while I love marketers that recognize women for the intelligent people they are, this is not the way I like to be reminded that I’m a woman.

Marketing To Women: 30 Stats To Know

Stats to Know about Marketing to Women

I was really pleased to see the following article by Ekaterina Walter for MediaPost. It’s rare to find such a great compilation of stats (including some from Girlpower Marketing) that drive home the purchasing power of women. Thanks for including us!

Marketing to Women: 30 Stats to Know

Women are earning, spending, and influencing spending at a greater rate than ever before — and they account for $7 trillion in consumer and business spending in the United States, and over the next decade they will control two-thirds of consumer wealth. Women make or influence 85 percent of all purchasing decisions, and purchase over 50 percent of traditional male products, including automobiles, home improvement products and consumer electronics.

But 91% of women say that advertisers don’t understand them.

Recognizing the power and influence of women must be a top priority for marketers if they are going to tap into the market’s full potential. Here are 30 surprising stats to help marketers get a handle on this misunderstood demographic.

Earning Power

1. The average American woman is expected to earn more than the average American male by 2028

2. Fifty-one percent of U.S. private wealth is controlled by women

3. Women account for over 50% of all stock ownership in the U.S.

4. Women control more than 60% of all personal wealth in the U.S.

Spending Power

1. Women account for 85% of all consumer purchases, including everything from autos to health care

2. Women make 80% of healthcare decisions and 68 percent of new car purchase decisions

3. Seventy-five percent of women identified themselves as the primary shoppers for their households

4. Women influenced $90 billion of consumer electronic purchases in 2007

5. Nearly 50% of women say they want more green choices, with 37% are more likely to pay attention to brands that are committed to environmental causes

Women and Cars

1. Women buy more than half of the new cars in the U.S., and influence up to 80% of all car purchases

2. Women request 65% of the service work done at dealerships

3. Women spend over $200 billion on new cars and mechanical servicing of vehicles each year

4. Forty-five percent of all light trucks and SUVs are purchased by women

Mom Power

1. Moms represent a $2.4 trillion market

2. Fifty-five percent of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog

3. 18.3 million Internet users who are moms read blogs at least once a month

4. In 2014, 63% (nearly 21 million) of all online moms will read blogs

5. Moms mention brands an average of 73 times per week compared with just 57 times per week among males

6. Seventy-seven percent of mom bloggers will only write about products or brands whose reputations they approve of, and another 14% will write about brands or products they boycott

7. Ninety percent of moms are online vs. just 76% of women in general

8. Sixty-four percent of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions

Women Online

1. As early as 2000, women were found to have surpassed men in Internet usage

2. Seventy-eight percent of women in the U.S. use the Internet for product information before making a purchase

3. Thirty-three percent research products and services online before buying offline

4. Women account for 58% of all total online spending

5. Twenty-two percent shop online at least once a day

6. Ninety-two percent pass along information about deals or finds to others

7. The average number of contacts in their e-mail or mobile lists is 171

8. Seventy-six percent want to be part of a special or select panel

9. Fifty-eight percent would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops)

The sources for the statistics cited in this article are as follows: She-Economy, Ms Smith Marketing, StartUpNation, Clickz, Inc.com, Girlpower Marketing, Catalyst, Forbes.

Find Us On Pinterest

If you’re on Pinterest, you know what a visual feast it is, and what an effective marketing board it can be for many brands. Some of the more social consumer brands that you might expect are already experimenting on the platform: McDonald’s, Gap, Coca-Cola. But there are plenty of brands that might surprise you. College, non-profit and sports brands of all types are there. Government, NGO and healthcare brands are also there. The diversity is something you do not really see on any other social network outside of Facebook and Twitter.

If you’re not yet there, we highly recommend you check it out. Here’s where you’ll find us: http://pinterest.com/girlpowermkting. Hope to see you soon!

Social Media Marketing: The Power of Pinterest

Brands Add Pinterest to Their Social Media Marketing Portfolios

Pinterest now has more than 11 million unique monthly users. Eighty percent of those users are female, and they are spending more time there than on Twitter, LinkedIn and Google+ combined.

South by Southwest Interactive officially drew to a close last week with the 15th Annual Interactive Awards, where Pinterest received the “Breakout Digital Trend” award.

The infographic below shows just how powerful social media marketing with Pinterest is, and how five brands are using it.

What opportunities does Pinterest afford your brand?

Pinterest: Are Women Driving Its Explosive Growth?

We know that women are the gateway to sales, making 85 percent of all purchasing decisions in the American household. Well over half of all female shoppers are using online social networks to find the newest and best products for themselves and their families.

The latest online social network is Pinterest. Launched in 2010, the site is a runaway hit, growing from 1.6 million visitors in September 2011 to 11.1 million visitors as of February 2012.

I’ve been an active member of Pinterest for a while now. The greatest thing about Pinterest is that I can selectively choose what I want to follow. I use Pinterest much like I would use any notebook where I would keep clippings of things that inspire me, recipes, books I want to read, or anything else I can think of.

Currently women make up about 82 percent of Pinterest active users, according to Google Ad Planner. Whether that’s because women are already using social networks 30 percent more than men, or simply because they’re earlier to the party remains to be seen. Pinterest may be attracting women because of its storytelling aspect that women relate to – women are attracted to the feel of a brand and to the “why” behind every company. Whatever the answer, the real question remains: How will businesses start using Pinterest as a marketing tool to speak to their customers?

One of the most straightforward ways for brands to use the platform is to exhibit items or services that traditional appeal to women. Companies like Lilly Pulitzer and Chobani Yogurt are showing ways to use their products. Nordstrom, Lands’ End and Better Homes & Garden magazine have added buttons on their websites to let visitors easily pin photos on Pinterest. Virgin America airlines, Gilt Group and Barneys New York have started their own Pinterest pages.

Whether women continue to dominate Pinterest remains to be seen, but as marketers review site user demographics they will continue to tailor their messages to the primary Pinterest users. As a result, Pinterest may become a haven for women on the Internet, with products, content and images tailored specifically for them. Because, as with all marketing to women, building relationships is the key to long-term brand commitment and loyalty.

Women’s Purchasing Power

How Do Women Wield Their Purchasing Power?

More women are taking the reins with their own finances, holding 60 percent of the country’s personal wealth, and 51 percent of all U.S stocks. In addition, the number of wealthy women in the U.S. is growing twice as fast as the number of wealthy men, according to Virginia Tech.

At home, the majority of women act as “chief purchasing officer,” influencing or managing 85 percent of all consumer purchases. And that’s not just diapers and detergent. Women buy more cars, insurance and consumer electronics than men as well.

See the infographic below from the Business Insider for more fun stats on women’s purchasing power:

It bears repeating that women are the top marketing opportunity in today’s economy. They make 85 percent of all consumer purchasing decisions, and account for $7 trillion in consumer and business spending. Savvy marketers understand this, and will continue to look at ways to build relationships with this key consumer.

Beauty Is Pain

High Heels - Beauty Is Pain

A recent Today Show poll noted that 48.6% believe that high heels empower women — making them stand out as confident individuals. 31.9% felt that high heels oppress women — objectifying them as mere sex objects while causing lasting damage to their feet and ankles.

I know that I can make a statement much more pointedly with the click-click of my heels than when striding purposefully in flats. For me, there’s a feeling of empowerment that I don’t get when wearing flats. I know the relationship women have with their shoes is often the butt of jokes, and probably for good reason.

The human foot is one the most intricate structures in the body: it contains one-third of the bones in the body (26), has 35 joints, and more than 100 ligaments, tendons, and muscles. High-heels place a ridiculous amount of stress on feet, and over time can create major problems for women later in life.

The photo above made me start thinking about my relationship with heels. For most of my life I’ve been in the “comfortable shoe” camp, and certainly own more sneakers and flats than heels. But lately I’ve begun to notice that the shoes I choose to wear on any given day may directly influence how others interact with me. Though perhaps it’s my own demeanor that changes when I’m wearing heels — it really is difficult to project an authoritative presence at 5’2”.

Whatever the reason, though I’m always most happy when my feet are happy, if I’m pulling myself together to go out and slay the dragon, I’ll take along a pair of high heels as part of my arsenal.

Marketing to Generation Mom

What Is Generation Mom?

We all know the established generations of Mom: the Boomers, Gen X and Gen Y. But are all Moms equal, or do the generations dictate their parenting values and core marketing preferences? My colleague Stacy DeBroff, founder and CEO of MomCentral Consulting, recently conducted a survey to find out how ages and stages impact Moms.

In looking at generational differences, the survey originally assumed that a Mom’s generational characteristics would deeply influence her parenting style, attitudes about brand messaging, and use of social and traditional media. Surprisingly enough, however, the survey showed that regardless of Boomer, Gen X or Gen Y status, certain universal truths for all Moms emerged in four key areas:

Moms would rather stay at home instead of forging ahead on their career path
Moms would forgo a bigger paycheck to spend more time with their kids
Moms say contentment in kids trumps future success
Moms put parenting ahead of their marriage

When Moms surveyed were asked “What Makes a Great Mom?” and given 25 choices, these Top 3 emerged:

Spending quality time with her children
Raising children with good manners
Setting boundaries and keeping them

When asked about their perceived inadequacies, the Top 3 responses were:

Moms feel guilty for being short-tempered with their family
Moms feel guilty because they don’t play with their children enough
Moms feel guilt for not spending enough time with their kids

All Moms Yearn to Connect

The study also revealed that Moms are feeling more isolated than ever before – due primarily to today’s mobile society and their own attempts to achieve “Super Mom” status. This isolation, coupled with the feelings of guilt, has resulted in Moms seeking alternative ways to reach out and connect. Social media has become the conduit between Moms and their trusted connections to other Moms and brands. Much like Moms want relationships with fellow Moms, they also want relationships with the brands they love – and when they feel engaged, they are more likely to make a purchase, or recommend a brand to their friends.

What’s Important to Generation Mom?

What’s important to Generation Mom? Her family, her passions, her relationships, her children. Generation Mom feels a deep need to connect with the world around her – and social media has become the way in which that happens. Twitter and Facebook now mimic the neighborhood friends of previous decades. They help women expand beyond their immediate worlds and make new friends, while reconnecting with old friends. The Internet also provides Moms with access to ready-made communities that provide support for those who knit, do yoga, need help with potty training, or other issues.

As social media becomes the new “picket fence” for Mom conversations, the age of those Moms appears to be proving irrelevant. Regardless of age, brands will find her online. There may be some slight media preferences by age – Gen X Moms read more magazine articles than Gen Y Moms for example – but all generations surveyed embrace social media. And whether a Mom is 25, 35 or 45 – shared parenting values bring them all together as Generation Mom.

When marketing to moms, is your brand participating in the emergent platforms where Moms are congregating online? Does your messaging map to a Mom’s core values?

Rethinking Grandma

I was reading Holly Buchanan’s blog the other day and nearly fell off my chair laughing – she was so right! The topic was grandmothers – and how they are perceived in today’s marketing world. Here were the photos:

The reality:

Rethinking Grandma

And the marketer’s stereotypical perception:

A Marketer's View of Grandma

Holly reminded us that today’s grandmothers are active, affluent and very involved in their kids and grandkids lives. They’re also typically boomer women – the demographic that, though invisible to most marketers, carries the most buying power clout. They have more discretionary income, and will experience the biggest transference of wealth over the next decade.

So marketers, ignore these women at your peril! Thanks Holly.

Do you have a strategy for building a relationship with this important demographic in 2012?

Marketing to the Female Brain

The differences between women and men are not only well-documented, but frequently at the heart of jokes and good-natured ribbing. The fact is, men and women simply are wired differently.

In human relationships, women tend to communicate more effectively than men, focusing on how to create a solution that works for the group and talking through issues. Men tend to be more task-oriented, less talkative, and have a more difficult time understanding emotions that are not explicitly verbalized. Men typically prefer to peel away the extraneous detail and focus on the job at hand. To women, however, those details add richness and depth and are a very necessary part of their decision-making process. Here are some of the neurological reasons for these differences:

Marketing to the Female Brain vs. Marketing to the Male Brain

The male brain is organized in a neatly structured and compartmentalized way, where the female brain is more web-like and networked in structure.

Female brains have four times the number of connections between the left and right sides of the brain, which means they have to process information four times faster than men and take in four times as many signals that must be filtered.

Men have “The Big T” – testosterone – which is responsible for many of the male personality traits like self-assertiveness, competitiveness, risk-taking and thrill-seeking. Men also tap the right side of the brain, but not as often as women, or as deeply. While the male brain goes from point A to point B in a linear fashion, the woman’s brain operates in a more circuitous fashion.

The parts of the brain that control speech and language are more pronounced in females. Yes, women talk more. Typically 12,000 words a day more. But that means, given the right circumstances, women are 10-20 times more likely to share those good experiences and become walking advocates for a brand.

Women and Men React to Stress Differently

Men tend to have a “fight or flight” response to stress situations, while women approach these situations with a “tend or befriend” strategy. The reason for these different reactions to stress is rooted in hormones. The hormone oxytocin is released during stress in everyone. However, estrogen tends to enhance oxytocin, resulting in calming and nurturing feelings whereas testosterone, which men produce in high levels during stress, reduces the effects of oxytocin.

Marketers Should Better Understand Emotions to Better Engage Women

Women typically have a larger deep limbic system, which promotes bonding and nesting instincts, and enables women to better express their feelings than men. The down side to this larger deep limbic system is that it also opens women up to depression, especially during times of hormonal shifts such as after childbirth or during a woman’s menstrual cycle.

One of the key ways that marketers can better engage with women is to understand what makes her uniquely female. And understanding that doesn’t mean they will alienate men in the process. On the contrary, while women expect more from the brands and products they do business with, men ultimately benefit from those high expectations as well. So if a brand meets the needs of the woman, typically it will exceed the needs of the man.

To those marketing to women: Are you taking into consideration the differences between men and women when targeting women with your brand message?

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