Why Marketing To Women Doesn’t Work

In this book, Jenny outlines four concerns she has with current approaches used to market to women: gender washing, multiple and blurring roles, gender convergence, and a failure to consider her overarching needs.

It is not Jenny’s intention to dismiss marketing to women outright because women do make up over 85% of all purchase decisions and so they are critically important to marketers. Instead, Jenny reminds marketers to first ensure they are focusing on consumer needs before getting side tracked on gender (that is, not to forget the principles of market segmentation).

Jenny offers suggestions on how to more effectively market to women. In particular, she encourages managers to consider masculine and feminine as a continuum rather than using male vs. female as a binary choice. She encourages marketers to take care when portraying women in marketing communications. In particular, Jenny suggests using

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