The power of the female customer will not only influence how brands market this year and next; it will define the business and marketing strategies for at least the first few decades of the 21st century.
Women are calling for recognition in the form of consumer parity. They want to be acknowledged as an individual consumer with individual needs, rather than anonymous members of the female demographic. “I know I’m a woman,” she’s saying. “But I’m not like every other woman. Would you please start speaking to me about what matters to me?”
What’s causing this wave of feminism to spread at an epidemic rate? The emergence of the newest form of communication technology – the Internet and smart devices like the Blackberry.
Women are devoting more and more of their highly valuable time to researching, reaching out, and shopping online. It fits their multitasking lifestyle perfectly, with instant access to products, services, and each other – completing a full circle in the purchasing and influencing process.
Technology has made women the mainstream customer base of today and tomorrow. And it’s not going away.