Women’s Multiple and Conflicting Roles Create a Need for Leverage
Our research confirms that women continue to play many roles in their lives and that, because these roles often overlap and conflict with each other, women want and expect the things they buy to provide multiple solutions as well. Women are the major consumer spenders in the economy and also the primary savers, so they seek value. They are usually the nurturer of the family but also seek independence and personal fulfillment, so they want goods that help the family and also give the woman herself a lift or a touch of pleasure. They are hardheaded household purchasing agents but also tenderhearted dreamers, so they want quality and effectiveness as well as attention to design and a marketing narrative.
Above all, women want agents of leverage—ways to find time, save time, free up time. They want to do business with companies that care, listen, and respond to their needs and desires. They want to associate with brands that respect and honor a privileged relationship with the female consumer; they want to align with companies that act as enablers, enhancers, protectors. And when women find a product or service that truly meets these needs, they can become apostles for that brand. They will compliment brands that deliver and will complain about brands that don’t. They will share their opinions within their social networks, which can be far-reaching.
They can help a company increase its profits quickly and help a brand take root in the society.