marketing

One thing the Marketing to Women conference definitely was not about was reducing consumption.

Virtually every presentation given during the two-day confab of manufacturers, marketers and advertising mavens focused on how to get women to buy more ... and more ... and more. Stephanie Ouyoumjian, Director of Strategy at Publicis, encouraged companies to "have a conversation" with women to build market share. "Every 1% of getting her to talk leads to additional millions in sales," she reported. Laura Keely, Director of Consumer Promotion Marketing for Kimberly-Clark, said the key was "relevance." Women will buy more products if they feel they're relevant emotionally, psychologically, and practically. Gigi Carroll, Senior Vice President of advertising agency Draft FCB, reported on the "millenial" woman - the one younger than 30 for whom having abundant choice is a critical marketplace motivator.

My perspective was substantially different. I took the stage with three basic recommendations I urged marketers and manufacturers to seriously consider. ...

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Lest anyone doubt that marketing to women is a fast-track way to protect the environment, just review the presentations made at last week's M2W (Marketing to Women) conference in Chicago by Frito-Lay, Motorola, Glam Media (the fastest growing women-oriented site on the Web) and more. Women have the clout to put companies on notice: when it comes to reducing climate change, restoring our air and water, and protecting the health of our kids and families, we can – and will – use our purse to pull manufacturers in a cleaner, greener direction.

Let's do the numbers:

Women account for 85% of all consumer purchases, and we're buying more than cheese doodles and diapers:

91% of New Homes
66% PCs
92% Vacations
80% Healthcare
65% New Cars
89% Bank Accounts
93% Food
93 % OTC Pharmaceuticals ...

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