There are more women now than ever holding senior professional positions enjoying abundant financial freedom and purchasing power. Women are responsible for 83% of all purchases, 60% of new cars and 55% of home computers!

According analysts: “The ability to reach the female market represents the biggest growth opportunity ever for most consumer products”.

Womenomics is the term used to describe the huge shift in purchasing power that’s happened over the last 2 decades. Women’s consumer domination is here to stay, how can your business be ready?

Strive for gender-balanced teams. If women make up a significant portion of your customer base, they should be represented on your management team!

Brands that make marketing more inclusive will see better results, Unilever is one brand that is leading the call for the advertising industry to re-think how it portrays women, men and families:

“Global analysis revealed 50% of ads showed a negative or “not progressive” stereotype of women and less than 1% showed funny women.”

Remember the way men and women communicate is different, the way we respond to messages is different, neither is right or wrong, just different! 

Let’s celebrate International Women’s Day 2020!


About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

Leave A Comment