Frat house no more: girls are taking over colleges

If you looked around your classroom in college and suspected there were way more girls than guysyou were probably right.

Girls enrollment in colleges has shot up to 44% in 2012, from 26% in 1980. By contrast, boys enrollment has gone up from 25% to 38%.

How does this matter? According to the US Census Bureau, a college graduate makes an average of $51,000, while a high-school graduate takes home $28,000. So, over time, womens educational qualifications will make them the better-earning gender.

Businesses on campusits time to start marketing to the sororities.

Source: Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

USA vs Europe: Women in the workforce

In 2014, the US saw approximately 72% of women aged 25 to 54 participating in the workforce.

By comparison, that number was approximately 80% for France, Canada, Germany and the Netherlands. Sweden had the highest rate of womens workforce participation: 88%.

It seems like USA isnt lagging too far behind the rest of Europe. Whats more concerning, however, is that the figures havent changed for USA for decades. Womens participation in the workforce has been about the same since 1990.

It takes a lot of determination and resources to get ahead of the curve, but even more to stay there. Whether or not the next government encourages more women to join workthrough better family care and maternity care policies, better work-life scheduleswill ultimately decide the economic trajectory of America.

Source: Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

Online, women dominate the conversation

We all know there’s truth in the old adage that women use 20,000 words a day, while men use 6,000.

Which is why theres no denying womens social media influence. One would expect women to rule supreme on platforms like Pinterest and Instagram (71% and 56% respectively.)

However, women also make up the bulk of users on Twitter, Facebook, and LinkedIn (53%, 52%, 52% respectively.)

For any brands looking to connect with women, this must be the first step: an engaging, memorable social media strategy that adds value for women online.

Marketing to women, on any platform, needs to be smarter than ever.  

Source: Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

Check out the actual impact that women make on boards

For any company looking to improve its bottom line (and what company isnt?), heres a crucial statistic:

Companies with female board directors out perform all others, with 16% higher return on sales, and 26% higher return on invested capital.

Organizations like Catalyst have even compiled lists of board-ready female candidates that boards can consult. So really, there’s no excuse any longer to keep boards pale, male, and stale.

Start at the bottom with an effective womens diversity initiative and make sure your talented women are rising to the top.

Source: “Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

All women want more clothes? Think again.

Admittedly, were usually tooting the horn on how women account for 90% of consumer spending in a variety of categories. 

But a new study shows that women are more conservative spenders than men.

Women outnumber men significantly in strategies to spend less on new clothes, switch to cheaper grocery brands, and cut down on entertainment and take-away meals. The only budgeting strategy men considered more was cutting down on smoking.

The lesson for marketers? Women should still be your target marketbut offer them value and convenience to really win them over.

Optimizing marketing to women. Thats what were here for.


Source: Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

Women in Politics: We’re getting there

Well, ello there guvnor.

In 2013, the worldwide number of women in parliament totaled 20.4%. Women were now heads of government, heads of state, or both, in 17 countries—double the number in 2005.

We hope this translates to governments ensuring better family care policies in business, a slimmer pay gap, and recommendations to have more women on boards.

In the mean time, we’re keeping our eye on the White House in '16.

Women drive the economy, so why not drive the country?

 Source: Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

Catch The Wave Now: Women Are Becoming Big Earners

When marketing to women, remember that women power= earning power.

According to a report by BCG, womens global earnings are projected to increase from $12.5 trillion in 2013, to $18.5 trillion in 2017.

This whopping $6 trillion increase in womens earning power is fantastic news for brandsat least for those who are marketing intelligently, sensitively, and strategically to women.

 Source: Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

Your Target Audience May Not Be Who You’re Thinking

Weve often heard that women are half the population, half the vote, half the talent.

But guess what? When it comes to banking, food, holidays, pharmaceuticals, or home purchases, women are almost the entire market. Approximately 90% of consumer spending in these categories is accounted for by women.

Over 80% of women are the primary decision makers of their household: they purchase items themselves, or influence the purchase of items.

It would be sheer stupidity to ignore almost your entire market—right?

Better marketing to women. Its worth the investment.

Source: Entertainment and Internet: Womens Spending Power.Needham & Company, LLC. June 25, 2015.

The Surprising Reason Why Women Opt Out

In 2014, womens participation in the work force was 53%. Approximately 64% of men were in the workforce.

Heres one obvious reason for the disparity: 35% of women who opted out of the workforce said its because the cost of childcare would be higher than their working incomes.

So marketers, and indeed businesses, would do well to remember that women arent less ambitious or less enthusiastic about working than men. Instead, the cost-of-living has simply taken the choice to work away from some women.

An important point to consider when developing corporate diversity programs and women’s initiatives.


Source: Entertainment and Internet: Womens Spending Power.” Needham & Company, LLC. June 25, 2015.

A 3-Second Lesson on the Gender Wage Gap

The value of a womans dollar is edging closer to a mans.

Didnt think there were two different dollars? Well, in 1979, womens salaries were 63% of mens. In other words, the womens dollar” was worth 63 cents.

Today, women earn 80% as much as men do  effectively increasing womens purchasing power significantly. One more reason to increase your marketing to women.

Source: Entertainment and Internet: Womens Spending Power.” Needham & Company, LLC. June 25, 2015.

Men + Women = A Need for a New Condom Company

Finally, a condom out to change the world. And get this – not only are Sustain condoms fair-trade certified, and sustainably produced, but their target market is . . . women.

The company is founded by Jeffery and Sheila Hollender, and their daughter Meika. Forbes conducted a very comprehensive interview with Jeffery and Meika. Working on research that 40% of condoms are purchased by women, the family set up focus groups to find out how women made their decisions.

They found that attractive packaging was important — so Sustain condoms are packed in pretty blue boxes with photos of pebbles, bamboo, and sea-shells.

The company is also trying to sell at to Urban Outfitters and American Apparel, instead of the “fluorescently lit drugstore environment.”

There’s been much news recently about how companies selling women’s products are run by men, and need more women executives. Sustain proves how successful companies can be when they bring in the best of both sexes.

Thanks, Sustain for bringing some class to a category that desperately needs it.

Why Do Marketers Waste So Much Money Advertising To Women?

I was watching TV with my daughter when an ad for a sanitary pad came on, ending on the super-jolly voiceover, “Have a Happy Period!”

“Happy period? You have a happy period,” my daughter grumbled. “Men.”

For years, sanitary protection advertising (aka: “san-pro”) has been an easy target of parodies. There’s this one, which rightly communicates that “Happy periods don't exist . . . unless you’re on birth control.”

And this one by the BBC which shows the comedy that occurs when men discuss ‘women’s issues’ with other men.

Could these guys make a great san-pro ad? Doubtful. And maybe that’s the problem with the category altogether. It’s often a man’s perception of how women feel about menstruating. I spent five years working on the san-pro category. My boss, and his boss were guys. My client was a guy. Even the account guy was, well, a guy. (I know what you’re thinking, and yes, we did have lots of uncomfortable meetings, but that’s another blog.)

At Womenkind, we like to emphasize the fact that 91% of women say that advertisers don’t understand them. And though women control household spending in the U.S., men continue to control the advertising messages sent to women.

Just to put this into perspective: Total advertising spend in the U.S. is $177 billion. If even half of that targets women, $80 billion is wasted every year on messaging that doesn’t resonate with women.

The Huffington Post recently featured this story: “Even Companies That Sell Tampons Are Run By Men”

I’m not arguing that only women can understand other women. But doesn’t it stand to reason that women have unique insight and should drive the discussion and decision-making for entirely women-centric brands?

$80 billion says it should be.