3.25 Billion
That’s how many women Miles Weston says there are in the world, in his article, “Women Rule”.
This is a fascinating look at a global market being either neglected or dismissed. Women routinely make the news, but it’s often for trivial things. I consider fashion, food, and fun trivial, to a point. I don’t dismiss the power of the fashion/food industries, nor do I mind hearing about the escapades of certain celebrities. But, when that’s the major push of media – covering Paris Hilton or whatshername who can’t stay out of jail, instead of covering the small business owner making a go of it in this tough economy, I have to wonder if anyone is taking women seriously.
Weston says, in his article, “…the ‘female economy’ will drive $5 trillion in incremental global spending during the never several years.” And, “More than 1 billion women work worldwide.” Neither of those facts is substantiated, but they make sense. So, I’m inclined to support them.
Fact is, women are the mover and shakers the world over. We’re not standing behind our man any longer – we’re standing next to him, and sometimes, in front of him. Yes, in some instances, we’re still the support standing behind him, also. Women in this country are standing on their own two feet. We’re working Moms, executives, business owners, and wives and mothers, too. And, we’re gamers. Ha!
As we move into the next decade of this new century, women from the world over are beginning to find their voice, their purpose, and their power.
Weston cites a report by Booz&Company (one hesitates to share a link since she could not find the article on the site), showing many of the “women of the third billion” as “neither prepared nor enabled”… since many of us come from less developed nations. What I find hopeful is the fact that the roadblocks to success are disappearing. Weston quotes Booz & Co. as saying, “…if we get this Third Billion into mainstream middle-class, hockey stick sales will result.” Still, I wonder why companies like Best Buy, continue with mere lip-service. No hockey sticks for them!
I also find it interesting to see a focus on how different women are from men. It’s something I’ve touted over and over, despite the general feeling today that companies should market to the “consumer” and not the gender of the consumer. Yes, marketers. Women are different from men. Yes, we think differently. Yes, we buy differently. And yes, we run our businesses differently.
Weston covers much of our “differences” in his article. But, his facts, supported by great research, are just that – facts garnered on surveys. I like surveys. I like facts and statistics. However, I like talking face-to-face to people, better. A small group of women meeting for lunch can tell you more than all the fact-finding surveys in the world.
If you want to know how your women customers think, and how they perceive your product, including how they go about the buying process, invite 25 of them to lunch and listen to what they chat about.
The 3.25 Billion women of this planet are rising up to be heard. We’re working together to make life better for all of us, not just for “our children.” It’s your job, Sr. Marketer, to figure us out. First step, read Weston, read Lip-sticking, then… ask us personally how much of what you’ve read is true.
You may be surprised.
Related posts: