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U.K. Marketers Need To Get To Know The “New Type A” Female Consumer

February 28, 2012: 02:40 AM EST
Research conducted by the magazine Marie Claire finds a new demographic that personal care and beauty marketers in the U.K. need to be aware of: the New Type A woman. The new consumer category comprises empowered, highly empathetic, affluent 28- to 38-year-olds. This new version of the earlier “alpha” demographic signals a significant shift in women’s roles and attitudes. Specifically, the New Type A female consumers: are bread-winners; multi-taskers; have broad tastes in fashion, films, and travel; and are collegial, inquisitive, and image-conscious. Marketers should be interested in this demographic because New Type A women are affluent, early adopters, influencers and “eager to look good.”
Nicola Clark, "Consumer insight: what marketers need to know about the New Type A woman", Marketing Magazine, February 28, 2012, © Haymarket
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