I no longer believe that dinosaurs vanished in the Cretaceous era. I think many still toil in advertising agencies, developing campaigns out of tune with social change.
Outdated notions abound:
•men are domestically challenged;
•women choose cars by colour;
•seniors are afraid of the Internet;
•women know nothing about money or investing.
The worst marketing offences are seen in their antiquated notions about women’s behaviour.
Incredibly, even though women make about 85% of all consumer purchases, only 3% of advertising agency creative directors are women.
There are big dollars at stake in the “sheconomy.” Many male-dominated industries have been savaged by recession, and women have increasingly become primary decision-makers in consumer purchases.
Recent studies show that women make the final decision on 91% of new home purchases, 92% of vacations, 89% of bank accounts and 75% of new cars.
Also, over the next decade, women will control two-thirds of North American consumer wealth, benefiting from the largest mass wealth transfer in history. Many boomer women will enjoy a double inheritance windfall, from both parents and partners.
It makes sense to dispel three commons myths advertisers have about female consumers.
Myth No. 1: Women dislike buying cars and computers
Although technology and car ads are male-oriented, studies show that women buy over 50% of “traditional male products” such as electronics, home improvement tools and cars.
Women influence nearly all car purchases and buy three-quarters of all new North American cars. Despite this, over 75% of women report lousy car-buying experiences and feel misunderstood by carmakers.
The good news is, this is changing, fast. Always hungry for market share, carmakers are treating women the way they used to treat men: targeting their unique car needs and wants.
Refreshingly, this trend will likely continue until all car ads become asexual, with messages tailored to need without concern for gender.
Women like technology – a lot. Except for flat screen TVs, women are more likely than men to buy laptops, smartphones and tablets – winning in three of these top four consumer electronics categories. When asked which digital device they would abandon if forced to, half would scrap their TV, but only 11% would part with laptops.
Women love to communicate and interact with others; their technology use illustrates that. A 2010 study by American marketer Ogilvy & Mather found that at least 20% of “digital divas” shop daily online and more than 90% pass on product information.
Women dominate online markets, as seen with Facebook and the supernova, female-driven user growth of online site Pinterest. Tellingly, data in the emerging mobile advertising market is showing that 25- to 34-year-old women are the most valuable demographic.
Myth No. 2: Women do the cleaning, mostly
This was once true. But today, as you flip through daytime TV and see happy women sniffing fresh laundry or swooning at sparkling floors, it’s a distorted view.
And, although the revolution in gender roles is unfinished business, there’s been a huge increase in men sharing the chore burden. Advertisers have yet to exploit men as a target for advertising household cleaning products.
Women do dominate the domestic front, sometimes. Because women make most decisions about home purchasing, real estate is following in automotive’s high-heeled footsteps.
This is seen locally at the Meccanica condo development in False Creek, named after
Sounds male, right?
Not so, according to“Meccanica incorporated feedback from women about design, floor plan and exteriors,” said Lammam. “We’ve placed major emphasis on qualities women value.”
Meccanica emphasizes its functional layout and stylish design features, which include polished floors, high-gloss cabinets, ample closets, spa bathrooms and overheight ceilings. Lammam reports overwhelming response from women, validating Cressey’s approach.
Myth No. 3: Women love the colour pink
Marketers love to associate women with pink. Pink products range from phones and cars to electronics and sports gear – all defying studies proving that both genders’ favourite color is blue, with purple a close second.
Women hate being patronized with girlie-looking products. They simply want good-value products designed to fit their smaller hands and bodies.
Forget pink, ditch the fluffy cosmetics. Women, like men, prioritize price, warranties and product functionality in choosing electronics.
How simple and obvious: selling to people, not genders! •
