Women's roles in society have changed and continue to evolve. They are the key decision makers and are responsible for between 70-80% of all purchases worldwide. And with more women in the workforce they are creators of wealth themselves. At a time of great cultural and social change epitomised by movements such as #metoo and #unstereotype, old stereotypes are being challenged and brands are adopting more relevant and appropriate ways of engaging with this vast and lucrative audience.
Definition
Women consumers are females aged 18 and over and are typically segmented as being pre-family, family, and post-family.