Artiklen understreger, at kvinder står for flertallet af forbrugerindkøb, men ofte ikke bliver mødt med produkter og markedsføring, der opfylder deres behov. Virksomheder bør fokusere på at forstå og imødekomme kvinders præferencer for at maksimere deres salg og engagement.
Titel på undersøgelse:
Women Drive Majority of Consumer Purchasing – It’s Time to Meet Their Needs
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Hele abstrakt på originalsprog:
Amy Nelson’s article highlights that women drive 70-80% of consumer purchasing decisions, wielding significant economic influence, yet businesses often fail to prioritize their needs. Despite controlling vast wealth, women-founded businesses receive only 4% of venture capital, and their loans are 31% smaller than those for men, skewing product development toward male perspectives and leaving market gaps. Nelson argues that women are best equipped to create products for women, urging investors to fund women-led ventures and businesses to diversify teams for better consumer reach. As a CEO and mother, she rejects the pressure to “do it all,” advocating for shared responsibilities and dismissing guilt. Citing the American Time Use Survey, she notes women still bear disproportionate household burdens, emphasizing the need for an economy reflecting its primary consumers to boost both equity and profitability.