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

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.”