The future of marketing to women

Statistics show that over 80% of all purchases, are made by women and that’s why marketers are constantly trying to find ways of understanding their motivations and attracting them to their brands.

Statistics show that over 80% of all purchases, are made by women and that’s why marketers are constantly trying to find ways of understanding their motivations and attracting them to their brands.

But what about the future?

What will be happening in the 2020s that might impact further on our attempts to attract these key buyers to our brands?

According to ‘The Institute of Future’ the next decade will see societies experience a rise in disorder and this lack of order will have an impact on our current and established social and economic institutions. Our usual points of reference like age groups, socio-economic grades and economic situations will no longer be reliable methods for analysing consumer behaviour. Instead we will focus on small groups of individuals and identify them through similar interests.

Personality traits will become the main reference point for the analysis of consumers.

In this way, highly targeted micro-marketing campaigns will be increasingly effective and these marketing programmes will need to be tailored to specific groups, specific channels and specific points of purchase. There will be no mass media and companies will be aiming at particular audiences or tribal groups.

We can already see signs of this but what about the effect it will have on consumers?

The Institute of Future believe it will have a profound effect on those who have not established their own centre of gravity. Consumers without a focal point will feel isolated, confused and rootless. And as a consequence, they will buy products and use services that identify them – they will actively seek out brands that become a badge and define them.

This is why Eve is already identifying certain groups of women and studying their personality traits, so that we can work with clients to bring them closer to their female consumers.

So why not get in touch and find out more about Eve and how we market to women?

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