WOMENKIND

Today's women are tech-savvy and pay big. So why the disrespect?

We already know that women make 85% of consumer purchases.  In addition to that, 61% of women influence household consumer electronic buying decisions.  And according to a recent Huffington Post article, women purchase nearly 50% of all electronics. These are the facts. Another fact? The technology industry fails time and time again to successfully market to women.

We didn't bring this home, and still made history.

It was beginning to look too much like an inspiring children’s sports movie. The USA women’s soccer team had already had an amazing come back against Brazil, and they were minutes from winning the World Cup Final against Japan. The analogies between this 2011 team and the 1999 team were everywhere, and then the unthinkable happened: the USA lost. They had never been losing during the finals, they had never lost any World Cup match after scoring the first goal, and they had already beaten Japan twenty-five times in a row.

Generations of young girls have grown up with fairy tales, all the way back to when Gutenberg’s little machine was nascent technology. Once these often grim tales were codified, they evolved into stories laced with consistent and predictable themes, namely dashing princes rescuing fair maidens in distress. In contrast, today’s modern heroines are defined by their earning power, education and entrepreneurship, and most notably to marketers, their role as household CFO. Women are now overwhelmingly in control of household purchasing decisions, including the big ticket items like the castle itself.