What the “Gamma” Woman Means to Business

Meredith Corporation recently released a study entitled The Gamma Factor: Women and the New Social Currency. The report identifies “Gamma” women as a highly connected, yet largely untapped growing consumer segment—55 million strong (and growing). The Gamma Factor reveals that though “Gammas” make up over 50% of the female population they have been essentially ignored by marketers and advertisers who seem consumed with reaching Alpha women—modern outspoken trendsetters.  This has resulted in both missed opportunities for brands seeking growth and loyalty in challenging times as well as marketing efforts that fail to connect with highly desirable women from all generations from Millenials to Boomers who share the Gamma personality traits and behaviors.

“Gammas” are women 18-65 years of age and are classified as:

• Highly involved in their communities

• Constantly generating and sharing information

• An everyday woman who understands the significant roles they play in the economic marketplace

• Experts on everyday issues women face

• Collaborate and share with other women.

“Gammas” make up over 50% of the female population and they have been essentially ignored by marketers and advertisers who seem consumed with reaching Alpha women—modern outspoken trendsetters.

The reality is that “Gammas” are the new real “movers and shakers” of the female population. Their ability to use technology and a wide web of “Gamma” connectors to influence not only individual brand success or failure, among other things will clearly continue to grow in importance. The Gamma Report outlines tactics and strategies to reach this highly desirable segment of “Gamma” women and is must-read for marketers and advertisers looking to tap into this highly desirable segment of female consumers.

You can learn more and watch videos of real “Gamma” women on www.GammaWomen.com.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is 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. Subscribe to She-conomy by Email
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One Response

  1. […] for people to feel dissatisfied with themselves), most of which have no basis in reality, are essentially useless, and/or are so contrived as to be quickly forgotten or […]

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