Search Results for: consumer marketing

Put Boomer Women on Your “Nice” List This Holiday Season

boomer women

Today, every fifth adult in the United States is a female over 50. They are the healthiest, wealthiest and most active generation of women in history who control half of the country’s discretionary income and 75% of the country’s wealth. That’s a lot of spending power for one generation of women. It’s a mystery why marketers ignore Boomer women, even during the holidays, but ignore them they do.

During the holiday season, this generation of women likes nothing more than to spoil their families. They buy food to create memorable family meals, and gifts for family members, spending a collective $35 billion on grandchildren alone. It seems clear that marketers would target this group as much as any other. Instead, they spend less than 10% of their holiday marketing budgets targeting Boomers. It’s time for marketers to put Boomer women on their “nice” list this holiday season. More

Surge in Female Economic Power Impacts How Brands Market to Women

As female economic power continues to explode, now, more than ever, marketers need to understand how to reach these key decision makers. Because 91% of women still say that advertisers don’t understand them.

The average U.S. woman is projected to earn more than the average man by the year 2028. In the United States alone, women control up to $15 trillion annually. As incomes grow, women’s spending power and influence do, too.

Women are responsible for 85% of consumer household purchases—from cars to healthcare, to family vacations—and that power is growing by the day. With such growth drivers as delayed marriage and children, educational attainment, rising incomes and breadwinner status (women are the primary breadwinner in 40% of U.S. households with kids under 18), almost all income growth in the U.S. over the past 15 or 20 years has come from women.

Brands need to look beyond the superficial and understand that the women’s market isn’t a niche–it’s a driving force. Women respond to marketing messages that show marketers understand them, and that portray them in a strong and powerful way. Following are tips to consider when you market to women.

Remember There is No “One” Woman

There is no “one” female demographic; the female market is huge and diverse. From baby boomer women who are experiencing a healthier, wealthier lifestyle as they inherit from parents and spouses to the single professional who has more discretionary spending because they are child-free, each female sub-set has its own unique interests and values that influence purchasing behaviors.

It’s About the Benefits, Not the Features

Understand the differences between men and women, without being patronizing. While men typically focus on exterior styling and horsepower, a woman may or may not care. But tell her how the vehicle can make her life easier and safer and watch her perk up. Fuel economy, safety features, the number of cup holders, built-in cold storage, and third-row seats. Depending on the life stage she’s in, any of these more practical points will be important to her.

Focus on Time-Saving Solutions

With 70% of women with children under 18 in today’s work force, many women are working both inside and outside of the home. They are multi-taskers seeking solutions and work-life balance. Opportunities to provide stress-management solutions, convenience, timesaving products, and one-stop shopping opportunities will earn her patronage and loyalty.

Lose the Stereotypes

“Shrink it and pink it” is probably the most common stereotype when brands market to women, but there are others that may not be quite as obvious. For instance, 41% of mothers had a child outside of marriage this year. That’s 41% of your audience that doesn’t connect with marketing messages about traditional, nuclear families. Women appreciate marketers who acknowledge their accomplishments, both at home and in the workplace, and show them in roles of empowerment.

Are you confident in your marketing to women strategies? Creating engaging, thoughtful campaigns that reach female consumers is what we do. Please reach out if you’d like to talk about how Girlpower Marketing can help your brand.

Statistics on the Purchasing Power of Women

Statistics on the
Purchasing Power of Women

Women and Global Spending

Women control over ^$31.8 trillion in worldwide spending.
(Source, Catalyst.org/research/buying power, 2020)

Women and U.S. Spending

Women make up more than half of the U.S. population, and control or influence 85% of consumer spending
Source, Forbes 2019
The purchasing power of women in the U.S. ranges from $5 trillion to $15 trillion annually. (Source: Nielsen Consumer, 2013)
Women control more than 60% of all personal wealth in the U.S. (Source: Federal Reserve, MassMutual Financial Group, BusinessWeek, Gallup)
Women purchase over 50% of traditional male products, including automobiles, home improvement products, and consumer electronics. (Source: Andrea Learned, “Don’t Think Pink”)
Approximately 40% of U.S. working women now out-earn their husbands. (Source: U.S Bureau of Labor Statistics)

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Consumer Purchases by Women

Women account for 85% of all consumer purchases:

91%New Homes

66% PCs

92% Vacations

80% Healthcare

65% New Cars

89% Bank Accounts

93% Food

93% OTC Pharmaceuticals

(Source: Yankelovich Monitor & Greenfield Online)

Women and Shopping

80% of women say they are the primary grocery shopper, and 71% say they do both the shopping and are the household member who primarily prepares the meals. (Source: Bureau of Labor and Statistics and Pew Research Center, 2019)
61% of women are more likely to include an item on their list if they’re currently using the brand, 57% if they have a coupon, or 56% if they have seen the item in a store ad or circular. (Source: Integer Group and M/A/R/C Research, 2012)

92% of women pass along information about deals or online recommendations to others. (Source: Mindshare/Ogilvy & Mather)
In 61% of all consumer electronics purchases, a woman either initiated the purchase or was involved in the purchase process. (Source: Consumer Electronics Association (2012)

Girlpower Marketing Asterisk

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

(Source: Yankelovich Monitor and Greenfield Online)

The Purchasing Power of Women in Various Markets

Women & Travel

Women make 70% of all travel decisions. (Source: Bridget Brennan, “Why She Buys”.)
73% of travel agents surveyed noted that more female travelers embark on solo trips than their male counterparts. (Source: The Gutsy Traveler)
According to 68% of travel agents, most female clients taking trips in small groups are over the age of 45. (Source: The Gutsy Traveler)
The average adventure traveler is not a 28-year old male, but a 47-year-old female who wears a size 12 dress. (Source: Travel Industry of America)
One in four women have participated in a “girlfriends getaway” and 39% plan to do so at least once in the next three years. (Source: AAA)

Women & Food

Women spend more money per shopping trip – $44.43 per trip compared to $34.81 for men. (Source: Todd Hale, “In U.S. Men Are Shopping More Than Ever, While Women Are Watching More TV” Nielsen (2011).
60% of moms believe that organic foods are better for their health. (Source: Food and Drug Administration).
84%of women are the sole preparer of meals in the household, with 61% stating that they prepare meals at least five times per week. The majority of these meals are not prepackaged, as 64% said they make most meals using fresh ingredients. (Source: “Today’s Primary Shopper”, Private Label Manufacturers Association)
Millennials are most likely to engage with retailers using social media or other digital tools. (Source: US Grocery Trends, 2016)
Facebook, Pinterest and web searches are among the most common ways consumers digitally engage with food culture. About half of all shoppers engage with food digitally through social media – especially younger generations. (Source: US Grocery Trends, 2016)
59% of women feel misunderstood by food marketers. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women & Healthcare

Women make 90% of household healthcare decisions. (Source: Yankelovich Monitor, M2W Conference)
Women account for 93% OTC pharmaceutical purchases. (Source: Tom Peters, in the forward to “Marketing to Women”, by Marti Barletta)
The internet – more than the family doctor– is the primary source for healthcare information, and women more than men seek such information online. (Source: Natural Marketing Institute, 2009)
More than three-quarters of those 65 years and older say they go online for health information (Source: Burst Media Survey, 2007)
9 of 10 women online seek health information via the web. The Internet – more than the family doctor – is the primary source for healthcare information, and women seek such information online more than men. (Source: National Marketing Institute)
66% feel misunderstood by health care market. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women & Technology

Products that topped women’s purchase lists, in order: smartphones, tablets, laptops, HDTVs, digital cameras, and headphones. (Source: Consumer Electronics Association, June 2013)
Female gamers over 55 spend more time online gaming than males ages 15 to 24. (Source: Ford Motor Company and Trendwatching.com study, 2013)
44.4% of women say social media is a good way to keep up with the latest content. Other reasons include sharing content with family and friends (40.9%), sharing personal opinions or comments (26.7%) and seeing what other fans or followers are saying about the content (25.4%).
50% of women say staying current on a brand’s latest offerings is a top reason to follow brands on social media sites. (Source: Burstmedia, 2012)
56% of women in the US use social networking sites:
> 58% of Facebook users are women
> 64% of Twitter users are women
> 82% of Pinterest users are women
(Source: Mashable, 2012; Pew Research Center)

Women & Sports

Women Make Up:
> 47.2% of major league soccer fans
> 46.5% of MLB fans
> 43.2% NFL fans
> 40.8% of NHL fans
> 37% of NBA fans
> Women make 46% of official NFL merchandise purchases
(Source: Compiled by Marketing to Women Conference (Including Yankelovich Monitor & Greenfield Online for Arnold’s Women’s Insight Team)
More women (50.4 million) tuned into the Super Bowl than watched the Oscars (24.5 million), Grammys (23.8 million), and Emmys (8 million). (Source: Nielsen, 2012)
44% of women say they prefer ads during the Super Bowl to any other aspect of the game. (Source: Lab42 Research Study, 2013)
Of the NFL’s 185 million fans, 45% are women. (Source: Business Week, 2013)
Sales of women’s NFL apparel have tripled in the last four years. (Source: Business Week, 2013)

Women & Automobiles

Women make 65% of new car purchase decisions. (Source: Yankelovich Monitor, M2W Conference)
Women spend over $200 billion on new cars & mechanical servicing of vehicles each year. (Source: She-conomy)
45% of all light trucks and SUVs are purchased by women. (Source: Women-Drivers.com, 2010)
Women own 12.3% of all motorcycles in the country, a 28% increase in 5 years. (Source: MSN Autos, 2009)
77% of women take a man along to a dealership to prevent being taken advantage of. (Source: Women Certified, Delia Passi, cited in Automotive News, 2011)
Women make up to 52% of all new vehicle purchases including trucks and influence 80% of purchases. (Source: Bridget Brennan, “We Buys”)
74% feel misunderstood by automotive marketers. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women & Electronics

In 61% of all consumer electronic purchases, a woman either initiated the purchase or was involved in the purchase process. (Source: “Tip for Valentine’s Day: Women Want Electronics”, Laura Hubbard, 2012)
U.S. women spend an average of $822 on gadgetry each year and account for more than half of their household’s total consumer-electronics spending. (Source: Consumer Electronics Association, Influence CE Purchases, 2010)
45% of all video game players are women. (Consumer Electronics Association,
Influence CE Purchases, 2010, Jamie Dunham, Lipstick Economy)
Female gamers 55+ spend more time ongoing gaming than males ages 15 to 24. (Source: Ford Motor Company and Trendwatching.com study, 2013)

Girlpower Marketing Asterisk

One out of every 11 American women owns a business.

(Source: U.S. Department of Labor)

Business & Finance

Women and Finances

Over the next decade, women will control two-thirds of all consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. (Source: Mediapost, April 19, 2013; She-conomy)
Just 20% of female breadwinners said they were ‘very well prepared’ to make wise financial decisions, versus 45% of their male peers. (Source: New York Times, January 2013)
Among all workers ages 16 to 34, women’s earnings are more than 90% of men’s; this ratio drops for women ages 35 to 64, who earn 80% or less of what men earn across the board. (Source: Pew Research Center)
Earnings of full-time female workers have risen by 31% since 1979, compared to a 2% rise in male earnings. (Source: “Women In America,” U.S. Department of Commerce, Economics and Statistics Administration, 2011)
40% of households with children under the age of 18 include mothers who are either the sole or primary source of income for the family. (Source: Pew Research Center, May 2013)
The number of wealthy women investors in the U.S. is growing at a faster rate than that of men. In a two-year period, the number of wealthy women in the U.S. grew 68%, while the number of men grew only 36%. (Source: The Spectrum Group)
93% of women say they have significant influence on what financial services their family purchases, (Source: Harvard Business Review, Boston Consulting Group Survey)
Financial services companies admit that they haven’t done a great job of attracting women as customers, but with women rising fast on the income and managerial ranks, they’re now paying more attention. The number of women-owned firms increased by 54% between 1997 and 2012 – that’s a rate 1 1/2 times the national average. (Source: m2w.biz)
Women differ substantially from men in how they relate to investing. They don’t want to hear about the growth or comparative performance of different funds; they want information about reaching their long-term goals, like putting a child through college. (Source: Vanguard Group’s Asset Management & Advice Services Division)
Independent women are significantly more likely than those who do not view themselves as independent to say they are on or ahead of target for being able to save for future travel (29% vs. 18%), and save for a home remodel (20% vs. 10%). (Source: Penn Mutual 2nd Annual Worth Survey for Women, 2010)
84% feel misunderstood by investment marketers. (Source: Greenfield Online for Arnold’s Women’s Insight Team)

Women in Business

Women make up 25% of C-level executives at the top 1k U.S. companies (by revenue). (Source, Forbes 2019)
Since 2007, the number of women-owned businesses has grown 58% vs. overfall business growth of 12%. (Source, Forbes, 2019)
Over 9 million businesses are owned by women (50% or more), employing more than 8 million people, and generating $1.4 trillion in sales as of 2008. (Source: American Express, 2014)
Women-owned firms (50% or more) account for 40% of all privately held firms. (Source: “Buying Power,” Catalyst, 2013)
One in five firms with revenue of $1 million or more is woman-owned. (Source: “Buying Power,” Catalyst, 2013)
76% question whether most companies understand their needs as women. (Source: Entrepreneur Tracking Study, Linkage Research, 2013)
Women now make up 40% of new directors on Fortune 100 boards. (Source, Forbes, 2012)

Women: Education & Careers

Women have made substantial strides in recent decades and now surpass men in both college enrollment and completion. 44% of women ages 18 to 24 were enrolled in college or graduate programs as of October 2010, compared with just 38% of men in the same age group. In addition, 36% of women ages 25 to 29 had a bachelor’s degree, compared with only 28% of men in the same age group—a record-high divergence. (Source: Pew Research Center)
Women account for approximately 58% of students in two-and- four-year colleges in the US. (Source: Silverstein and Sayre, 2009)
Overall, 140 women graduated in 2013 with a college degree at some level for every 100 men, (Source: American Enterprises Institute, Carpe Diem, Mark J. Perry, 2013)
Women earned 61.6% of all associate’s degrees, 56.7% of all bachelor’s degrees, 59.9% of all master’s degrees, and 51.6% of all doctor’s degrees in 2013. (Source: m2w.biz)
Since 1982, women have earned 4.35 million more bachelor’s degrees than men (22.43 million for women vs. 18.08 million for men). (Source: m2w.biz)

Women’s Lifestages

Gen Z Women

Gen Z is the most multicultural generation to date.
Almost eight in 10 (78%) have broken up with a brand for some reason, whether it be price, racial discrimination, labor practices, sustainability practices or decline in quality of products.
Top personal goals for Gen Z women in 2021 are:
– to become financially independent (31%)
– travel (27%)
– do well in school (26%)
– prioritize mental/physical health (24%)
– find a fulfilling career (20%)
Gen Z women are career-focused, though they also value work-life balance after seeing their parents burn out at work. More than half (58%) of Gen Z women say they prefer to work in a freelance job or their own business for flexible hours.

Gen Z women are less interested in getting married and having children than other generations, with 58% saying that starting their career is more important than starting a family.
Three-quarters (75%) of Gen Z women get the bulk of their news from social media and 54$ say they actively think about managing their personal brand on social media.
Social platforms that Gen Z women see as essential:
– YouTube (62%)
– Instagram (48%)
– Snapchat (46%)
– TikTok (40%)
– Facebook (30%)
– Instagram Live (17%)
(Source, Survey conducted by The Harris Poll on behalf of the Meredith Data Studio in 2020)

Millennial Women

60% of US women 18-29 are single.
31% increase in the number of US single women 30-34 between 2007-2012.
26% of US adults 18-32 are married.
96% list “being independent” as their single most important life goal
87% define success as being able to shape their own future
68% say becoming a mom is a priority.
50% say getting married is a priority.
(Source: Levi’s survey of 1,000 Millennials, 2010)

Millennial women represent $170 million in spending power. (Source, Merkle: Why Millennial Women Buy)
Brand storytelling makes an impact; 47% of Millennial women now their brands “origin story.” (Source, Merkle: Why Millennial Women Buy)

Millennial women are price conscious and purpose driven consumers
– 88% say customer ratings influencer their purchase decisions
– 57% say a brands values influencer their purchase decisions
(Source, Merkle: Why Millennial Women Buy)
Nearly 90% of Millennials talk to their parents once a week or more, and 50% speak with them every day. (Source: Influence-Central, 2016)
Even though Millennials live and breathe online, they also rely on in-person conversations to sway purchases. Nearly 70% seek in-person word-of-mouth recommendations. (Source: Influence-Central, 2016)
When making technology purchases (computer, cellphone, tablet, etc.), Millennials rely most on their friend’s advice (66%), over their spouse’s/significant other’s advice (59%), or parent’s advice (37%). (Source: Influence-Central, 2016)
68% of Millennials rare unfazed by a celebrity spokesperson’s influence when promoting a brand/product. (Source: Influence-Central, 2016)

Millennial Moms

20% of all U.S. mothers are Millennial moms. They have 3.4 social media accounts on average, vs. 2.6 for all other moms. (Source: Weber Shandwick, July 2013)

61% of Millennial Moms share content online at least once a day. (SheKnows, Nov. 2013)

64% of moms put the most trust in recommendations from people they know personally. (Source: SheKnows, Nov. 2013)

18-29 year-olds value parenthood far more than marriage, with 52% saying being a good parent is one of the most important things in life vs. 30% feeling the same about a successful marriage. (Source: Jamie Dunham Brand Wise)

51% of children being born to Millennials are to single Moms. (Source: US ChamberFoundation.org)

46% of Millennial Moms believe that marriage is becoming obsolete. (Source: Pew Research Center)

Millennial’s Digital World

95% of Millennial Moms own a smartphone. 81% of Moms prefer texting over talking. (Source: Influence-Central)
Millennials multi-task while in-store: going online to seek out new information, and ensure they’ve identified the best product for the best price. Moreover, they don’t limit themselves to one-stop shopping, and their path to purchase remains fluid, with external choices making a key impact. Ultimately, these outside factors hold far more sway than in-store advertising. (Source: Influence-Central)
As Millennial Moms increasingly rely on personal recommendations and storytelling to help shape their purchasing decisions, they look to blogs and social networks to learn about product features and evaluate potential purchases. In fact, 69% of Millennial Moms use blogs to learn about new products, while 64% use other social platforms. (Source: Influence-Central)

Women and Motherhood

Traditional nuclear families with two married heterosexual parents are now the minority of U.S. The rise of single motherhood is the largest influence on this trend — followed by gay families and multigenerational families. (Source: Pew Research Center)
71.3% of mothers with children under 18 years of age participate in the workforce, (Source: Bureau of Labor Statistics, 2011)
There are about 85 million mothers in the U.S. 34% of women ages 18-64 have young children at home; in 1960, 52% did. (Source: U.S. Census Bureau, 2014)
Women in the U. S. are waiting longer to start families, with the average age of new moms now at 25. (Source: Sound Vision, 2017)
Average number of children that U.S. women today have is 2. (Source: Sound Vision, 2017)

Gen-X Women

Women and minorities made up 64% of Gen-X college graduates. (Source: Huffington Post)
Gen-X women are outpacing Gen-X men in the pursuit of higher education, with 32% of women having earned a bachelor’s degree by age 27. Comparatively, only 24 percent of men had earned a bachelor’s degree by the time they were the same age. (Source: Bureau of Labor Statistics)
Gen-X women spend more time on social media (7 hours or more per week) than Millennial women (6 hours or more per week). (Source: Nielsen, 2017)
52% of mothers with children under 5 are working (increases to 77% by the time the youngest is between 10-14 – this work is mostly part-time.
50% of Gen X women feel they are in a worse position financially than they expected. (Source: The AdviceExchange)

Empty Nesters

More than 80% of today’s Empty-Nesters have made the shift to online purchasing, with more than 80% spending more time browsing for products online than in the store. (Source: Influence Central and Vibrant Nation)
65% of Empty-Nesters use their Smartphone to seek out product information. (Source: Influence Central and Vibrant Nation)
80% of Empty-Nesters are more likely to purchase a product if it receives a high star rating in a retail e-commerce review. (Source: Influence Central and Vibrant Nation)
75% are more likely to purchase a product that receives a positive first-person review. (Source: Influence Central and Vibrant Nation)
45% of Empty-Nesters are more likely to purchase a product if it is recommended by a blogger they follow. (Source: Influence Central and Vibrant Nation)

Boomer Women

Every fifth adult in the United States is a female over 50. (Source: U.S. Census Bureau)
50+ American women are the healthiest, wealthiest and most active generation of women in history. (Source: Demographics by Mark Miller)
Women 50+ control a net worth of $19 trillion. (Source: MassMutual Financial Group, 2007)
Over the next decade, women will control two-thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. (Source: Fleishman-Hillard New York)
Once college bills are paid, women 50+ spend 2.5 times what the average person spends, and are primary buyers of computers, cars, banking, and financial services. (Source: Marti Barletta, “PrimeTime Women”)
Wealthy boomer women are the marquee players in our country’s culture and commerce. They are educated, have a high income, and make 95% of the purchase decisions for their households. (Source: Karen Vogel, The Women’s Congress; She-conomy)
Over 30 million women 50+ are the fastest growing demographic online. (Source: DMN3)
Women 50+ spend, on average, 250% of what the population in general does. (Source: DMN3)
Baby Boomer women spend upwards of $20 billion each year on clothing. (Source: DMN3)

Why It Pays for Brands to Embrace Baby Boomers

marketing to baby boomers

Madonna. Bono. George Clooney. Tom Hanks. Oprah. All Baby Boomers.

Not exactly the clichéd stereotype of grandma and grandpa using a walker to get from one room to another.

Though Millennials (75.4 million) have recently surpassed Baby Boomers (74.9 million) in sheer numbers, today’s Baby Boomers represent nearly 40% of the U.S. population and control 70% of all disposable cash in the United States. That’s $3.2 trillion in spending power. So why are marketers so willing to ignore this vibrant and lucrative market?

Following are key reasons why Baby Boomers represent a great opportunity for marketers trying to identify a consumer sweet spot:

They spend $400 billion more than younger demographics each year on consumer goods, including restaurants, personal care, and entertainment
Contrary to popular thinking, these consumers are willing to try new brands that talk to them and earn their loyalty
They dominate spending in 119 out of 123 CPG categories
Boomers are hungry for experiential products and services, and on the prowl for the next big thing
They plan to leverage technology for a more fulfilling, comfortable life
Boomers spend nearly $7 billion online annually, well ahead of Millennials
They purchase 62.5% of all new cars and 80% of luxury travel products
By 2022, Baby Boomers, particularly women Baby Boomers, will have inherited nearly $15 trillion from their parents and spouses

Women Baby Boomers, in particular, represent a huge opportunity based on their significant spending power. Consider these facts:

As a whole, women over the age of 50 have a combined net worth of $19 trillion
Having focused on looking after families in their younger years, these now empty nesters have become the biggest consumers of luxury, security, and convenience items in the country
Women over the age of 50 spend, on average, 250% of what the population in general spends in any given year, including purchases of technology-related items, cars, and various financial services

Boomers are social, mobile, and online. They’re working well beyond the traditional retirement age, creating new businesses and products, and staying healthy beyond their years. Boomers are most interested in the experiences their money can buy, so key industries that will flourish with this group include health & wellness, travel, auto, entertainment, and pets. Whether they’re spending $120 billion on travel or $30 billion on pet care, they’re spending their money differently than previous generations as they reinvent aging.

It’s unfortunate that these two vibrant generations are pitted against each other in the media and for the attention of marketers. It shouldn’t be either/or; both Millennials and Baby Boomers, particularly female Baby Boomers, represent powerful economic forces. Marketers would be wise to welcome Baby Boomers into their fold and establish meaningful connections that prioritize this group.

Is marketing to Baby Boomers part of your business strategy? If so, give us a call. We’d love to talk.

Health & Wellness

Health and wellness is about a lot more than not being sick. Today’s consumers want to integrate wellness into their daily lives – their activities, their families and their workplace.

Our experience includes translating scientific data into consumer-friendly messaging, developing educational websites, conducting influencer engagement programs, and building relationships with consumers via social media.

We’ve helped create the National Fiber Council for Metamucil, positioned California pistachios as the preferred snack of choice, and supported Dove’s Campaign for Real Beauty. Other clients our team members have worked with include such trusted brands as Nivea, Johnson & Johnson, Wonderful Almonds, Moxxie Essential Skincare, SENSA Weight-Loss System, Enova Oil, and more.

Our health and wellness PR and marketing expertise includes:
• Nutrition & Supplements
• Fitness
• Wellness
• Beauty & Personal Care

To learn more about how our approach can help your health and wellness brand, please contact us.

Travel & Hospitality

Drawing on over 20 years of travel and hospitality public relations experience, we create integrated strategies that connect our clients with key stakeholders — media, consumers and influencers — to elevate their brand and reputation.

Whether launching Shuttle by United, helping take delivery of the first Boeing 777 for United Airlines, or working with media and influencers to build awareness of the Hilton Prestige brand, we use traditional and digital media relations, social media activations, experiential marketing and entertainment integration to launch new travel and hospitality products and help companies solve marketing challenges.

Client experience includes United Airlines, Virgin America, Tourism Fiji, Hilton Hotels (Hilton Garden Inn and Hilton Prestige Portfolio), Four Seasons Hotels & Resorts, Los Angeles Visitors and Convention Bureau, Hyatt and Destination Australia.

Our travel and hospitality expertise includes:
• Tourism Boards
• Airlines
• Hotels
• Destination Marketing

To learn more about how our approach can help your travel or hospitality brand, please contact us.

Travel and Hospitality PR and Marketing Firm

Home & Lifestyle

Today’s consumers want to feel connected to the home and lifestyle products they purchase. They want to understand not only why a product or service is the best choice for them, but also how that brand compliments and represents their own lifestyle and ideals. At Girlpower Marketing, our team helps our clients engage their customers wherever they are –- at home or at work, shopping, playing, and in their online communities.

We’ve partnered with Barnes & Noble on their annual holiday campaign, launched BabyFirstTV, and created Ivory’s Search for the Next Ivory Baby. We’ve also worked on behalf of such home and lifestyle brands as Pampers, Old Spice, Disney Interactive, Universal Studios Home Video, Hoover, Tomy Toys, Rufus & Coco Petcare, Hoover, Siemens Appliances, and more.

Our Home and Lifestyle marketing and PR expertise includes:
• Consumer Packaged Goods
• Household Products
• Baby Care/Pet Care
• Entertainment & Toys and Games
• Consumer Electronics
• Financial Services

To learn more about how our approach can help your home and lifestyle brand, please contact us.

Food & Beverage

In today’s food & beverage landscape, there is no room for artificial storytelling. In order to survive, you need to know who you are as a brand. Today’s consumers want to know how their food is grown and raised, so understanding food issues such as waste, sustainability, nutrition, obesity and hunger is critical. Girlpower Marketing is an experienced food and beverage marketing and PR agency that works closely with registered dietitians and other food and beverage influencers to keep our knowledge current.

Whether launching new products for food and beverage companies such as Pep Talk, 8th Continent Soymilk, Naked Juice, Seneca Farms, Dole and Kashi, spearheading franchise communications for powerhouses like Taco Bell, or creating a film festival for Nestle, our food and beverage public relations programs connect with consumers across traditional and digital media, influencers and events.

If you’re a best-in-class brand, challenger brand or start-up, we can help you grow market share, introduce new products and revitalize your brand.

Our food and drink expertise includes:
• Natural and Functional Foods
• Snacks
• Juice and Water Brands
• Agribusiness
• QSR Restaurants
• Beer, Wine and Spirits

To learn more about how our approach can help your food or beverage brand, please contact us.

What Marketers Should Know About Health and Wellness Trends of 2017

health and wellness trends

Heath and wellness is a way of life and a rich opportunity for brands. The global wellness economy was $3.7 trillion in 2016 and is expected to grow by 17% over the next five years.

Now that we’re firmly in the second quarter of 2017, we can point to several health and wellness trends that have emerged. Many of these trends vary by age and are often influenced by the environment and community of consumers, so understanding your buyers is more important than ever. Whether it’s massages at the airport, gluten-free beauty products, or smart wearables, many consumer brands are now part of the health and wellness space by delivering comfort, wellness, or both.

Go Natural

Consumers are eschewing chemicals in favor of all-natural products. This spans the board, from the make-up they use to the supplements they take. Buyers are looking for products that they feel are safe for themselves and their families.

This trend has shown itself in consumers’ embrace of probiotics for gut health and their purchases of anti-inflammatories at the grocery story—such as ginger tea and turmeric lattes, or even their avoidance of inflammatory foods like gluten and dairy. They’re drinking kombucha instead of soda, smoothies instead of milkshakes, and eating zucchini noodles and spaghetti squash instead of pasta.

Fight the Fear

Consumers are seeking information about health and wellness that relies less on invoking fear and more on how being healthy makes us feel. Marketers should focus messaging on how products can improve the daily lives of consumers in order to strike the right note.

Popular diets, such as the paleo diet and plant-based diets, have resonated with so many consumers because they want to believe that a simple change in what they eat can also change how they look and feel.

Get Comfortable

Athleisure, or athletic clothing designed to wear anywhere—even the office, has gained a lot of ground this year. Instead of creating clothes that are acceptable only at the gym, big brands like Lululemon and Under Armor are designing comfortable clothes that can be worn behind a desk or on the tennis court.

The busier we get, the less time we have to exercise, so we need the ability to get moving any time we get the chance. This ability to move from boardroom to bicycle has made it easier for people to get and stay more active, so don’t expect this particular trend to slow down anytime soon.

The Age of Agelessness

More and more older consumers are embracing a youthful mindset. Faced with the challenges of aging, they’re seeking to redefine what it means to be 50, 60, and beyond. Their focus is more on having an ageless image and attitude through an active lifestyle, rather than looking younger. At the same time, Millennials are taking an active approach to staying young, with 40% using anti-aging products.

Stress Free Zone

Stress is an epidemic, and wellness retreats are the cure. Consumers love the idea of escaping the distractions that lead to debilitating stress. Wellness retreats offer the chance to cleanse their diet with healthy menus, develop new exercise programs, and to relax with natural beauty treatments.

In fact, these retreats are the embodiment of many of the trends of health and wellness today, including clean eating, experiencing new cultures, and the Millennial cry of “Treat yo’self.”

While the trends may change from year to year, one thing is abundantly clear: more and more consumers want to live a healthy lifestyle, and are willing to spend the money to do so. Marketers should aim to target their customers focused on health and wellness with a quality experience in 2017.

The Changing Face of Moms: What It Means for Marketers

marketing to single moms

Many marketers are missing the mark when it comes to reaching moms, relying on the one-size-fits-all stereotype of the married, harried mom. But the reality is that today’s mothers are ever evolving and multi-faceted. They are working moms and stay-at-home moms, single moms and married moms, boomer moms and millennial moms – moms of every imaginable kind. Not recognizing that moms are a much more diverse group than represented will result in marketers continuing to struggle to engage these consumers who make 85% of all household purchasing decisions.

The Rise of Single Moms

A generation ago, single moms were rarely if ever even recognized by marketers. Today, the birth rate outside of marriage has reached 41% compared to 20% just thirty years ago. Single motherhood is so common that statistics indicate half of all U.S. children will live with a single mom at some point before turning 18.

Single mothers may not have been attractive to marketers because they were perceived as younger and from lower socio-economic backgrounds. Today, many moms are single by choice — well educated, employed and financially independent. Some are even living with partners. Many are older and feel they’ve reached a benchmark where it’s time to start a family, with or without a husband.

Marketers need to recognize today’s moms as a richly diverse group and create campaigns that embrace that diversity. Following are some guidelines for reaching and connecting with this important demographic.

Portray Moms Accurately

Moms aren’t perfect, and they’re not striving for perfection. They’re ever evolving, emotionally complex and multifaceted.

According to Saatchi & Saatchi’s global study on “Moms and Marketing: IRL (In Real Life), 51% of respondents said advertisers don’t understand them. Not a good sign for marketers, given that there are approximately two billion moms in the world. Do the math: roughly one billion moms feel marketers are not speaking to them in authentic ways. That’s a lot of potential customers.

Keep It Real

Create real, inspirational stories that resonate with your target mom. Relatable, relevant content with information she can use and that makes her life easier. Moms not only do most of the physical work in the household but the majority of the mental and emotional work as well. They decide what needs organizing and what needs delegating. They do most of the worrying, research, information processing, and planning. Content that presents an honest portrayal of motherhood will say your brand gets her and will make her sit up and take notice.

Be Where They Are

The overwhelming majority of moms are online, researching product information, finding product recommendations and engaging with their communities. Brands that provide authentic interaction and meaningful connection can spark lasting advocacy and ongoing engagement with moms who come to view the brand as essential to her parenting experience.

Moms Are Mobile

American moms spend an average of 2.3 hours per day on their mobile devices. Mobile marketing campaigns are an important part of any campaign designed to reach moms.

Short videos and digital content designed for co-viewing with children that is both entertaining and educational will get her attention.

Support A Cause

By all measures, moms lead the way as the demographic most amenable to cause marketing. Moms want a better world for their children; to that end, 92% say they want to buy a product that supports a cause. They’re also more likely to switch to another brand if the other brand were associated with a good cause.

Most moms see themselves as a work in progress, which provides brands with many different opportunities in which to engage them. Smart marketers will recognize those opportunities and reach out authentically to understand and connect with them.

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