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Women are changing the way everything is marketed

Women are powering up today’s retailers and changing the way everything is marketed.

Who are these women?

  • These are the 55 million working women, many of whom, especially those under 50, have a child or two.
  • Almost all of them work full time, an average of 40 hours a week, in stressful jobs with unpredictable hours.
  • They’re also responsible for all the household chores.
  • They do a predominant amount of the laundry, help their kids with homework, and are the chauffeur service for the kids’ soccer or music classes. They have relatively little time for themselves, usually an hour or so after their kids have gone to sleep.
  • They are extremely brand-conscious and does a lot of research before buying.

Why are women so important?

  • About 25% of them make more money than their husbands or boyfriends.
  • They are the chief purchasing agent of the family.
  • They decide when the family needs a vacation and where they should go. Women are the dominant influence in a two-person household.

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Stephanie Holland is President and Creative Director for Holland + Holland Advertising. Working in an industry that is mostly dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers helping them successfully market to women.


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