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2010 BEST OF THE BEST Top 25


Retailers & Manufacturers


Best Buy Company, Inc. Coca-Cola Company, The Costco Wholesale Corporation CVS Caremark Corporation Dell Inc. GAP Inc. Harley-Davidson, Inc. Home Depot, Inc., The J. C. Penney Company, Inc. Kohl’s Corporation Lowe’s Companies, Inc. Macy’s, Inc. Nordstrom, Inc. Office Depot, Inc. PepsiCo, Inc. Rite Aid Corporation SAM’S CLUB Staples, Inc.


Starbucks Corporation SUPERVALU Inc. Talbots, Inc., Target Corporation TJX Companies, Inc., The Walgreens Company Wal-Mart Stores, Inc.


Marketers Should Not Ignore the She-Conomy - Women Make Key Buying Decisions at Home and at Work


By Marsha J Friedman I


have never really been a card-carrying feminist, nor has my gender been a barrier to my success in the public rela-


tions industry. But I’ve not been blind to the fact that a lot has changed in the last few decades, and I think Gloria Steinem was spot-on when she wrote years ago that we’d never solve the feminization of power until we solve the masculinity of wealth. Well, I’d say we’re just about there, because women are controlling the use of more money than at any point in U.S. history.


I was fascinated by these statistics: Senior women age 50 and older control net worth of $19


trillion and own more than three-fourths of the nation’s fi- nancial wealth. Over the next decade, women will control two-thirds of consumer wealth in the United States and be the beneficia- ries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance wind- fall, from both parents and husband. The Boomer woman is a consumer that luxury brands want to resonate with. - Claire Behar, Senior Partner and Director, New Business Development, Fleishman-Hillard New York Marti Barletta, author of Marketing to Women, docu-


mented the following trends regarding women in the con- sumer marketplace: Women influence 95% of all purchases and control 80% of all household spending. Buying the “small stuff” has always been in the woman’s


domain. Part of her domestic duties as wife and mother have been to keep the family healthy, warm, and well-nour- ished. From the family meal to the family doctor, from shirts for her husband to shoes for her kids, chances are those choices have always been hers. What many marketers haven’t caught onto yet, though, is that women’s spending power now extends far beyond shoelaces and shirts.


76 PROFESSIONAL WOMAN’S MULTICULTURAL MAGAZINE CELEBRATING 10 YEARS OF DIVERSITY WWW.PROFESSIONALWOMANMAG.COM


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