Today TODAY
Target-Marketing and Misinformation
Marketers and the media are closely associated with The Male-Led Economy™
Targeting women consumers
Women’s purchasing continues to be driven towards The Male-Led Economy™ in part because many marketing professionals, advertisers, and the media are active participants in the broader male- led marketplace.
Predominantly, marketing and advertising studies are funded by large corporations seeking to understand how to continue and increase the flow of money from women consumers to their large corporate pockets. The results of these studies are often skewed towards positive stories which are turned into press releases. The press releases are picked up by uninformed media editors and journalists seeking positive women’s news stories so that their publishers can attract advertisers (who want to align their advertisements with positive women’s stories) and continue their employment.
For example, the influential 2009 Harvard Business Review report, “The Female Economy,” states “Women represent the largest market opportunity in the world,” and continues by discussing financial categories where untapped sales to women are worth trillions of dollars.
The Harvard Business Review report concludes with a very telling viewpoint:
“When the dust from the economic crisis settles, we predict, women will occupy an even more important position in the economy and the world order than they now do. What might that economy look like? In some ways it will be characterized by the same trends we’ve seen over the past five decades. For one thing, women will represent an ever-larger proportion of the workforce. . . Already, women own 40% of the businesses in the United States, and their businesses are growing at twice the rate of U.S. firms as a whole. . . Women will also continue to struggle with work/life balance, conflicting demands, and too little time. Once companies wake up to the potential of the female economy, they will find a whole new range of commercial opportunities in women’s social concerns.”
This excerpt captures the prevailing viewpoint of The Male-Led Economy™ – women are seen purely as consumers and corporate marketing pitches should be made to appeal to women’s struggles and desire to support social concerns. The report authors never address the potential for women business owners to make significant gains in business market leadership by compelling women to support one another by focusing our huge purchasing power towards women-owned firms.
The Women-Led EconomyTM
Changes Everything
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