Women control the majority of purchasing decisions in a household and their influence is growing. Women across the world are expanding beyond traditional roles to influence decisions in the home, in business and in politics. Marketers have a massive opportunity to better connect women with the products they buy and the media technologies they use to make a positive impact both in their lives and in the bottom line.
Nielsen surveyed women across generations and from all corners of both developed and emerging economies. Reaching out to 21 countries representing 78 percent of GDP, this study provides insight into how current and future generations of female consumers shop and use media differently. The findings are both enlightening and surprising. One universal truth prevails: women everywhere believe their roles are changing and they are changing for the better.
Susan Whiting, Vice Chair, Nielsen revealed the findings from this comprehensive study at Nielsen’s Consumer 360 event in Orlando Florida and spoke with Kasha Cacy, EVP, Director of Communications Planning at Universal McCann to discuss the campaigns they successfully launched to reach and engage the female consumer.
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