allaboutadvocacy.com

The Fairer Sex

        Women decision-makers are uber-advocates. In the U.S., it has long been known that the gender is responsible for more than 80% of optional buying. An article on women purchase-makers reminded me of their importance. Without a doubt, the poor economic climate has caused many marketers to reach out to their female audiences to get them back into the stores or online sites.  The reasons that women are so important, as noted in the article, are that they  are 1) notoriously brand loyal, 2) more likely to spread positive word of mouth if they like something and 3) sadly, the layoffs have primarily hit men over the past year. The reason that men are losing jobs at a faster clip is that they  are more likely to work in manufacturing and home construction.  So if you are looking for a powerful segment to market to, don’t forget those women advocates who control the vast majority of decisions when it comes to food, electronics and new cars (no kidding).