Marketers Recognize Growing Power Of Women Consumers

Although marketers have made significant strides in understanding and targeting women as consumers, some misconceptions and biases still need to be addressed. Recognizing women's role as decision-makers, marketers need to adopt "coed approaches" to marketing, which Harley-Davidson has done for decades in its advertising to women and Unilever recently did in its TV and online ads for its first female product extension of its popular Axe.  A senior brand manager for Axe said, “We made a strategic decision in recent years to involve women more closely in the creative to bring them even closer in on the joke”.