from staff
Women control the majority of purchasing decisions in a household and their influence is growing, reports The Nielsen Co.
Nielsen, a global consumer tracking company, said 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, it said.
New York-based Nielsen surveyed women across generations and from developed and emerging economies, encompassing 21 countries.
Study findings provided insight into how current and future generations of female consumers shop and use media differently.
“The findings are both enlightening and surprising,” said Nielsen.
“One universal truth prevails: women everywhere believe their roles are changing and they are changing for the better,” it said.
Nielsen Vice Chair Susan Whiting presented the findings at Nielsen’s Consumer 360 event in Orlando.
Nielsen presented five key suggestions to better engage with women as consumers:
• Invest in her tomorrow.
• Ease her worry.
• Giver her back time.
• Earn her trust.
• Connect to the bigger picture.