Hela May 14, 2019

Women may make up half of the U.S. population, but they dominate consumer purchasing decisions. Brands looking to reach this coveted audience must move beyond traditional marketing methods and understand how cultural shifts affect this diverse group. Here are a few key facts to know before you launch a campaign targeted to women:

Leadership, Wealth and Work

  • Women make up 25% of C-level executives at the top 1,000 U.S. companies (by revenue), according to a 2019 study, up slightly from 23% a year ago.
  • Women represent 19% of software developers, 53% of financial services workers and 40% of physicians and surgeons, according to a 2018 Bureau of Labor Statistics report.
  • The gender pay gap occurs across almost all occupations and industries, with the largest gaps occurring in financial services roles.
  • 71.5% of women with children under the age of 18 participated in the U.S. workforce in 2018.
  • More than half (26) of Forbes’ 50 Most Influential CMOs of 2018 are women.
  • The number of female CMOs at the top 1,000 revenue-generating companies in the U.S. has risen to 36% from 32% in 2018.
  • As of April 2019, 3.1% of American women were unemployed, the lowest rate for adult women since 1953.
  • Women are the sole source of income in 40% of U.S. households.
  • Of the 2,153 billionaires on the 2019 Forbes World’s Billionaires list, only 12% are women, and only 27% have self-made fortunes.

Entrepreneurship

  • 40% of businesses in the United States are women-owned.
  • Since 2007, the number of women-owned businesses has grown 58% vs. overall business growth of 12%.
  • In 2018, women of color owned 47% of all women-owned businesses and generated $386.6 billion in revenues.
  • 78% of new women-owned businesses are owned by women of color.

Consumer Habits

  • Mother’s Day spending is expected to reach a record $25 billion in 2019, up from $23.1 billion in 2018.
  • Women drive 70-80% of all consumer purchasing decisions.
  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

[“source=forbes”]