January2012

ExecutiveSummary WaveFouroftheindustryleadingstudyWomen,Power& Moneyfindstodayswomanretainingherstrength,leadership andoptimismamidongoingeconomicuncertainty.Inmost households,sheisstill,asnotedinpreviouswavesofthe study,theChiefExecutiveOfficer,ChiefFinancialOfficer, ChiefOperatingOfficer,andChiefPurchasingOfficer.Her leadershipstyleiscollaborative;shereadilysharesdecision makingresponsibility,andthecreditthatgoesalongwithit. Butherleadershipstyleisalsoevolving,andisnowlessabout doingitallherselfandmoreaboutleadingtheteam. Moreover,heridentityisevolvingasshegrowsintotherole comparedto2008,sheismorelikelytodescribeherselfas ambitiousanddecisive(and,tellingly,stressed).Despitethe challenges,sherelishestheroleoffamilyleader,arolethatin manywayssheperformsbetterandmorethoughtfullythan herspouse.
Whilepreviouswavesofthestudyhavedocumentedhergrowingauthority withinthehousehold,perhapsthemostnotablechangeinWaveFouristhe expansionofhersphereofinfluence.Hersocialcircleshaveexpanded, beginningwithsocialnetworkingsites,andextendingtoabroaderperspective thathighlyvaluesgatheringanddisseminatinginformation.Simplyput,whenit comestothedynamicsofthemarketplace,shehaschangedthegame.Forty twopercentofwomenagree,Iregularlyinfluencefriendsandfamilytobuyor notbuyaparticularproductorservice,upsignificantlyfromSeptember 2008.Inaddition,54%agreeIfeelitismyresponsibilitytohelpfriendsand familymakesmartpurchasedecisions.Sheisaconsumer,broadcaster,and amplifierofideasinthemarketplace;expecttheserecommendationandword ofmouthdynamicstocontinueintensifying.

Simplyput,when itcomestothe dynamicsofthe marketplace,she haschanged thegame.

Theeconomyisbyfarherstrongestconcern,andthisconcerncontinuesto weighheavilyonhermind,andhershoppingdecisions.Seventyonepercent agree,Lifeismorecomplextodaythanitwasbeforetherecession,and75% agree,IshopdifferentlynowthanIdidbeforetherecession.Economic concernshaveintensifiedherdecidedlyutilitarianapproachtothe marketplace.Sheseeksvalue,quality,performance,andaboveall,substance. Shegenerallyprefersasolidgoodchoiceoveramoreexpensivegreat choice.Inmanycases,sheresearchespurchasesthoroughly,andapplies complex,categoryspecificdecisionrulesinmakingmarketplacechoices.And again,herinfluencewithinthefamily,andinbroadercirclesaswell,hasledto anamplificationofherpreferencesinaveryrealsense,herpreferenceshave becomethedefactodefiningpreferencesfortodaysmarketplace. Ofcourse,itiseasytoovergeneralizewhenspeakingabouttodaysAmerican woman,andourfullreportexploressegmentsofwomendefinedbyage, income,ethnicity,andmore.Certainlyyoungerwomenleadthechargeon someofthetrendswehaveobserved,buttheyarenotalone.Forexample, affluentwomen(whoskewolder)inmanywaysresembletodaystwenty somethings,despitebeinganaverageof20yearsolder;insteadofadigital divide,theirsharedenthusiasmfortechnologyhasbridgedthegeneration gap.Thisisoneexampleofmany,underscoringthetremendousdiversityof womentoday.Onesizefitsallisanillusion,inclothingandinlifethereisno singlewaytotalktowomen. Inthefinalanalysis,todaysAmericanwomanhaschangedthegame.Shecalls theshotsandmakesthedecisions.Herleadershipisexpanding,not diminishing.Anymarketeroradvertiserwhocontinuestopretendotherwise doessoattheirownperil.

Shecallstheshots andmakesthe decisions.Her leadershipis expanding,not diminishing.Any marketeror advertiserwho continuesto pretendotherwise doessoattheir ownperil.

AboutWomen,Power&Money
Launchedin2008byFleishmanHillard,Women,Power&Moneyisanindustry leadingexplorationofthelivesandlifestylesofAmericanwomen.Thestudy initiallysetouttounderstandtodayssuccessfulwoman,andfoundinstead thatnearlyallwomenconsiderthemselvessuccessful.Moreover,shehad quietlytakencontrolofAmericanfamily,andanewAmericanmatriarchyhad emerged.Intheyearssince,avarietyoffactorshaveconvergedtoaccentuate andamplifyherinfluenceevenfurther:persistenteconomicconcerns,the ubiquityofmedia,mobiletechnology,theriseofsocialnetworking,and perhapsmostimportant,thewidespreadacceptanceofhergrowinginfluence. In2011,FleishmanHillardandHearstMagazinescommissionedresearchfirm IpsosMendelsohntoconductWave4ofWomen,PowerandMoney.Thestudy providesabroadlookatwomenslives,includingtheirevolvingattitudes towardhome,family,career,marketplace,media,andself.Inaddition,it providesadetailedlookathowwomenapproach12keycategories,bothin termsofinformationgatheringanddecisionmaking:automobiles,home electronics,householdappliances,furnishings/dcor,vacations, entertainment,food/groceries,overthecounterdrugs,householdsupplies, personalcare/beauty,fashion,andwatches/jewelry.Abriefhistoryofthe study,alongwithkeyfindings,andamoredetaileddescriptionoftheWave4 methodology,canbefoundinAppendixB.

12KeyCategories
1. 2. 3.

Automobiles HomeElectronics Household Appliances Furnishings/Dcor Vacations Entertainment Food/Groceries OvertheCounter Drugs Household Supplies Care/Beauty

4. 5. 6. 7. 8.

9.

10. Personal

11. Fashion 12. Watches/Jewelry

FindingStrengthamidEconomicAdversityandBusyAgendas
Todayswomancontinuestoretainherpositive,empoweredoutlook,despite theongoingstressesoftodayseconomy.Givenalistofadjectivesandasked whichdescribethemselves,12adjectivesemergeasbeingchosenbyamajority ofwomen.Theyareuniformlypositive,andencompassbothtraditional femalerolessurroundingcaretakingandempathy.Butmostalsodescribe themselveswithpositivetermsthattranscendgenderstereotypes,including smart,knowledgeable,independentandhappy. Therearethreeparticularlytellingadjectivesthathavebecomemore descriptiveofwomenslivesoverthepast3yearsambitious,decisiveand stressed.Increasedstressisthemostintuitiveoftheseincreases,drivenbythe ongoingturmoiloftheeconomyand(asweshallsee)herveryfullagenda.But thedualfactorsofthefalteringeconomyandoverloadedtodolistshavealso shapedheroutlookandapproachinotherwayssheisbecomingmore decisiveandmoreambitious.Sheistakingevengreatercontrol,bringinga sharpersenseofpriorities,anddelegatingwithgreaterauthority.

TheTop12:Percentofwomen describingthemselvesas Caring Friendly Kind Familyfocused Thoughtful Helpful Intelligent Smart Knowledgeable Generous Independent Happy 76 76 73 72 72 71 63 61 57 57 56 55

Describeselfas Ambitious Decisive Stressed

September2008 37% 38% 19%

September2011* 50% 43% 33%

Fortrackingpurposes,datainthistableareamongthe80%+womenwhoconsiderthemselvessuccessful

TheEconomyattheCoreofHerConcerns
Economicstressremainsthecrucibleinwhichtodayslifestyletrendsand socialchangesareforged.Andeconomicstressremainsbothtopofmindand deeplyfelt.Forexample > > > 75%agree,IshopdifferentlynowthanIdidbeforetherecession 71%agree,Lifeismorecomplextodaythanitwasbeforetherecession 58%agree,Financially,IamworseoffnowthanIwasbeforethe recessionstarted

Theeconomyis,metaphoricallyspeaking,thecoreofherconcerns,withless pressingconcernsradiatingoutinaseriesofconcentriccircles.Shefearsthe impactoftheeconomyonhealthcare,unemployment,herhouseholdbudget, andthefutureofherchildren.Thenextcirclereflectslessimmediate,butstill important,socialandpoliticalissues,withevenmoredistantconcerns(e.g., cybercrime,eldercare)beyondthat.

EconomyattheCore ofWomensConcerns

Centerofdiagramreflectsstrongestconcern

HerLeadershipStyle:FromItsallonMEtoLeadingtheTEAM ClearlytodayswomanremainstheagendasetterinmostAmerican households.Sheisthefamilyvisionarywhokeepsthebigpictureinmind, whilealsoplottingthedaytodaycourseforthehouseholdandthosewholive init.ButherleadershipstyleislessaboutdoingitallherselfandbeingMs. Independence.Instead,itisamorecollaborativeandthoughtfulapproach,one inwhichsheleadstheteam(athomeandaway)indevelopingandexecuting theagenda.Shereadilysharesboththedecisionmakingresponsibility,andthe creditthatgoesalongwithit. > Twothirdsofmarriedwomensayoverallhouseholddecisionmakingis shared,whileonethirddescribedthemselvesashavingtheprimaryorfinal say;marriedmen,itwouldappear,arelesswillingtogiveequalbilling, exhibitinga5050split. Forpurchasesofsmallerticketitems,womensinfluenceisevengreater (e.g.,89%ofwomenagree,Iamtheonemostresponsibleforpurchasing householdgoodsandservices). Forpurchasesover$100,thevastmajorityofwomenandmenagreethatthe buyingdecisionwouldbejointlymade.
Gender Wife%Husband%
AmongMarried

Reasonswomen tendtocitefor beingprimary decisionmakers

> Savemoney > Partnerdoesntwant todeal > Makebetter decisions > Nobodyelsewill > Moreavailabletime > Ienjoybeingin control > Isavetime > Icaremore > Spouse/partnermade poordecisionsinpast

>

>

Isharedecisionmakingequallywithmy spouseorpartner Ihavefinal/primarysay PurchaseDecisionsShared Under$100 $100$499 $500$999 $1,000ormore AmongFinal/PrimaryDecisionmakers

67 32 31 72 85 86

49 50 45 66 70 74 52 62 55

Reasonsmen tendtocitefor beingprimary decisionmakers

> SomethingIhave alwaysdone > Iammorequalified > Iammore effective/efficient

Iwishmyspouseorpartnerwouldhelpmakemoreof 56 thedecisionsforthehousehold Beingtheprimarydecisionmakerisstressful Beingtheprimarydecisionmakeristiring

70 66

Womenwhoaretheprimarydecisionmakersdofindthejobmorestressful andtiring,perhapsbecausetheytypicallybringmorethoughtfulandnuanced approachestothejob.Womenwhoareprimarydecisionmakersciteahostof reasonsforholdingthejob,fromgreaterenjoymentoftheprocesstosimply doingitbetter.Menwhoareprimarydecisionmakers,incontrast,usuallycite inertiaandtheirefficiency.

WomenasMedia:ExpandingSocialCirclesthroughReceiving, Broadcasting,Influencing
Justassheleadsherhousehold,sotoodoessheconnectwithandleada varietyofbroadersocialcirclesaswell.Shereceives,processesand disseminatesatremendousamountofinformation,throughbothvirtualand facetofacechannels.Withthegreaterimportanceofsocialcirclesmore generallycomesagreaterinfluenceofsocialdynamicsonmarketplace behavior.Simplyput,sheisbecominganevenmoreimportantinfluencerin themarketplace.Agrowingnumberagree,Iregularlyinfluencefriendsand familytobuyornotbuyaparticularproductorservice,and54%ofallwomen agree,Ifeelitismyresponsibilitytohelpfriendsandfamilymakesmart purchasedecisions. Certainlyonlinesocialnetworkingsitesplaylargeandgrowingrolesinthe expansionofhernetworks,andherlife.Forexample > > > > > 73%nowuseFacebook,upfrom65%inJanuary2010 HeraveragenumberoffriendsonFacebookrosesubstantiallyaswell 65%areafriend/fanofacompany,brandorproductonFacebook (comparedto52%ofmen) 28%agree,Usingsocialnetworksiteshasmadeiteasierformetodecideon whattobuy 27%agree,Usingsocialnetworksitestosharemyshoppingandproduct experiencesmakemefeelmoreempowered

50%agree:Iregularly influencefriendsandfamilyto buyornotbuyaparticular productorservice

50% 31%

Sept2008

Sept2011

Allofthesefiguresrisesignificantlyforparticularlyvaluableadvertisingtargets suchasyoungerwomenandaffluentwomen.Andofcourse,thereismoreto onlinesocialnetworking.SignificantnumbersalsoreportusingLinkedIn, Twitter,Classmates,Google+,andsoon.

Theresnodenyingtheimpactofonlinesocialnetworks,butitisimportantto puttheirimpactintocontext.Heronlinesocialnetworkingrepresentsonlya portionofwhatshedoesonline,andofcourse,whatshedoesonlineisonlya portionofherlife.Readingandpostingproductreviewsaremorecommon activitiesthanmarketplacerelatedactivitiesonsocialnetworkingsites(below left).Moreover,inpersoncommunicationsinsocialgatherings,atwork,in retailcontextsremainbyfarthemostwidelyusedmethodsfor communicationandinfluence(belowright).

Activitiesdoneinthepast6months Readconsumerreviewsaboutaproductonawebsite Recommendedaspecificproductorservicetosomeone Reviewedaproductorserviceonawebsite Recommendedthatsomeonenotbuyaspecificproductorservice CommentedaboutagreatexperienceIhadwithaproductorserviceon asocialnetworksite ProvidedaninformativelinkaboutaproductorserviceonFacebook Providedfeedbackaboutaproductorserviceonasocialnetworksite Ventedmyfrustrationsoverabadproductorserviceexperienceona socialnetworksite Requestedfeedbackaboutaproductorserviceonasocialnetworksite Retweetedatweetthatwasaboutaparticularproductorservice ProvidedaninformativelinkaboutaproductorserviceonTwitter 46% Inperson,atasocialgathering 33 Inperson,atwork 30 Overthephone 19 Inperson,inastore 16 13 12 11 7 2 2 Viaemail UsingasocialnetworkingInternetsite Texting Postingarevieworblogonline 21 16 15 12 6 27 39 52% Methodsusedtoprovideinformationor recommendationsinthepast6months

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ImprovingLivesforSelfandOthers:ThePositiveNatureofHer InfluenceandCommunications
Hersocialinteractionsandinfluencesarelargelypositive.Thetableonthe previouspagehighlightedthat33%hadrecommendedaproductorservicein thepastsixmonths,comparedto19%whorecommendedthatsomeonenot buyaspecificproductorservice.Similarly,16%praisedaboutaproductor serviceonanonlinesocialnetworkingsite,comparedtoonly11%whoused theforumtoventtheirfrustrationsaboutbadproductsorservices. Reachingouttoothersandaddingmoresocialelementstoherdecision makingisnotasignofinsecurityorduckingresponsibility.Shecertainlyfeels confidentandempoweredinthemarketplace;71%agree,Today,Ifeel confidentinmybeingatrustedsourceofinformationtoothers.Shefeels smartandultimatelyactsbasedonherownjudgment.Rather,herdecision makingstyleisinformationoriented,andfriends,familyandothertrusted sourceshavebecomeamongthemostinfluentialsourcesofinformationthat sheseeksout.Itisnotsomuchaboutsafetyinnumbersrather,itisthe expectationthatcollaborationwillresultinabetterdecision,forherselfand thosesheconnectswith.

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Perhapsevenmoretellingherprimaryreasonsforsharingopinions(online andoffline)centeraroundsharingpositiveexperiences,seeingothers benefit,andspreadingthewordaboutsomethingtheyfeelpassionateabout. Relativelyfewarefocusedonwarningothersaboutpoorproductsorservices, andonly5%sayitswhateveryoneisdoingthesedays.(Interestingly,men aremorelikelythanwomentoshareproductorservicerecommendations becausetheyareconfidentthattheirrecommendationsaretherightway togo.)

TopReasonsforProvidingFeedbackorRecommendationsaboutProductsorServices IthinkthepersonIrecommendedittowouldenjoyitorbenefitfromit IwantpeopletoexperiencethesamepositiveexperienceI'vehad I'vepersonallybenefitedfromtheadviceofothersinthepast Idon'twanttoseepeoplemakethesamemistakesI'vemade ThetimesI'veofferedarecommendationareabouttopicsandproductsI'mpassionateabout Iwasconfidentthatmyrecommendationwastherightwaytogo Ienjoybeingatrustedsourceofinformationtoothers Peopletendtocometomeforadviceonparticulartopics Noreason,itwasjustanaturalpartoftheconversationatthemoment Itprovidesmewithafeelingofgoodwill Inhopesthatotherswouldreturnthefavorformeinthefuture It'swhateveryoneisdoingthesedays 58% 54 48 45 36 34 31 29 28 28 28 5

HerMarketplaceNeedsandBrandPreferencesSkew Practical,Functional
TodaysAmericanwomanbringsapragmatic,utilitarianapproachtothe marketplaceingeneral,andtobrandsinparticular.Whenaskedtolistthe brandssheadmiresacrossavarietyofcategories,thebrandsnamedmost consistentlytendedtobesolid,butnotnecessarilyspectacular.Acrossa dozencategories,weaskedAmericanwomentolistthebrandstheyadmire,

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andtodescribeintheirownwordswhytheyadmirethoseparticularbrands. Themostcitedautomotivebrands,forexample,wereFord,Chevrolet,Honda andToyotatraditionalluxuryautobrandsrankedfardownthelist.The sameadmirationofgood,ifnotgreat,brandsemergesacrosscategories.Olay andCoverGirl.OldNavyandMacys.TylenolandSCJohnson.Kraftand GeneralMills. Herpracticalmarketplaceapproachalsounderscoreswhysheadmires particularbrands.Acrossvirtuallyeverycategory,goodandqualityarethe termssheusesmost,withpricetypicallyclosebehind.Certainlytherearesome nuancesbycategoryshewantshealthfromfoodbrands,stylefromfashion brands,innovationfromtechnologycompanies,servicefromhotels,beautiful designsfromjewelry,andeffectivenessfromoverthecounterdrugs.Butgood qualityatagoodprice(inotherwords,value)isgenerallyhertop consideration.(Seebelow;fontsizeindicatesfrequencyofmention). BRANDSADMIRED Apparel Beauty REASONSWHYBRANDSADMIRED

Autos

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TheManyFacesofWomenToday
ThetrendsamongAmericanwomenthatwehavedescribedthusfar leadershipathomeandinthemarketplace,agrowingroleascommunicator andinfluencer,valueorientationarebroadlybasedandseeninmost segmentsofthefemalepopulation.Thetremendousswaythat recommendationshaveonbehavior,forexample,skewsmodestlyby generation,butinthebigpicture,isakeymarketplacethemeacrossage groups.Asshowninthetablebelow,Millennialwomenaremorelikelyto agreethatrecommendationsfromotherscanbecomforting,andtohave madespecificmarketplacechoicesbasedonrecommendations;however, morethantwothirdsofSeniorwomenagreewiththesesentimentsaswell. Inotherrespects,however,thetremendousdiversityofthewomens marketplaceisapparent.Millennialwomenmorefrequentlybroadcast informationandmakerecommendations,andfullyhalfpointtoonlinesocial networkingsitesasfacilitatingtheirshoppingdecisions.Millennialwomen bringadifferentapproachtoshoppingmoregenerallydisplayingamore unabashedenjoymentofshoppingbothonlineandoffline,andpayinggreater attentiontocelebrities.(interestingly,Millennialwomenarealsomostlikelyto describethemselvesasstressedorexhausted,whileselfdescriptorssuch ascaring,familyfocusedandoptimisticarelowestamongMillennials andincreasewithage).
ThePowerof Recommendations
Millennials HavingsomeoneIknowandtrustmakeapurchase recommendationformeisagreatcomfort 88 Ihavepurchasedornotpurchasedaparticularproductorbrand, becauseofsomethingafriendorfamilymembertoldme 84 Ifeelitismyresponsibilitytohelpfriendsandfamily 73 makesmartpurchasedecisions Withallthecommunicationtoolsavailabletomeandhowmuch 69 Isharewithothers,Iamaninfluentialinformationsource Iregularlyinfluencefriendsandfamilytobuyor 61 notbuyaparticularproductorservice Usingsocialnetworksiteshasmadeiteasierformetodecideonwhattobuy 49 Usingsocialnetworksitestosharemyshoppingand productexperiencesmakemefeelmoreempowered 51 Ienjoyshopping 77 Shoppingismorelikeagametomethanachore 66 Xers 80 79 53 49 46 35 33 69 50 36 23 Boomers 77 73 51 41 36 19 19 60 41 29 13 Seniors 73 67 44 27 29 14 9 53 33 20 6

TheUrgeto Influence

ShoppingasSport

IpreferbuyingitemsontheInternetinsteadofpurchasingtheminastore 47 Itakenoticeoftheclothesandproductsthatareusedbycelebrities 37

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Clearly,youngerwomenarepotentsourcesofinfluence,insociety andinthemarketplace.Buttheyarejustasclearlynottheonly segmentofheavyinfluencers.Affluentwomenwhomwelldefine aswomenlivinginhouseholdswithatleast$100,000inannual householdincomeaverage20yearsolderthanMillennials,butin manywayssharetheprofileoftodaysinfluential,connected Millennials.Higherincomegenerallymeanshighereducationand higherdisposableincome,bothofwhicharepredictorsof technologyadoption,technologyusage,andthedesireto communicate.Forexample,Millennialwomenaverage247friends onFacebook,butaffluentwomenaverageevenmore(278).

Top10typesofinformationthatcompaniescould providetohelppurchasedecisions

Affluentwomen Price average20yearsolder 74% thanMillennials,butin Qualityofmaterials 38 manywayssharethe profileoftodays Ratings/reviewsfromactualusers/owners 33 influential,connected
Qualityofcraftsmanship WarrantiesandGuarantees Qualityofservice Elementsofdesignandstyle Ratings/reviewsfromexperts Directcomparisonstocompetitivechoices Thebrand'sorcompany'sheritage 29 24 22 20 19 18 16

TheComplexityofMarketplacesToday
Thedecisionmakingdynamicsoftodayswomanarecomplexand multifaceted,varyingacrosssegmentsandacrosscategories.In general,herpurchasecriteriaaresubstantive,practical,andvalue oriented.Herinformationneedsareextensive,encompassingboth wordofmouthandtraditionalmediasources,withafocuson seekingevidenceofvalueandquality.Specifically > Inmakingpurchasedecisions,shetypicallyseeksoutthe opinionsofothers(particularlyherspouse),anddoesher ownresearchaswell,withaparticulareyetowardexpert opinionsandofferingsvalidatedbyobjectivethirdparties. Only13%citeadvertisingand7%citepersonalitydriven contentsuchasthatfromOprahorMarthaStewart. Informationshewantsfromcompaniesstartsfirstand foremostwithprice,followedbyarangeofqualityrelated information.Conspicuousbyitsabsenceinthetop10ofthis list:only6%wantinformationhighlightingthebrand'scare forthecommunityandtheenvironment. Advertisingthatmakeshertakenoticedoesnothidethe price,andmakesaclearcasefortheofferingintermsof value,qualityandrelevance.Fardownthislist:celebrity endorsements,acatchyjingleortuggingattheheartstrings.

Top10factorshighlyimportantin makingpurchasedecisions Yourspouse/partner Informationfoundonline Expertopinion Thirdpartyendorsements Yourparents Yourfriends Yourchildren Informationinmagazines Informationinnewspapers Extendedfamilymembers Informationonthetelevision 66% 40 39 30 30 27 24 17 17 16 16

>

>

Top10elementsofadvertisingthatmakeyoutake notice Thepriceiseasytofind 45%

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Butthesegeneralconclusionsmaskthecomplexityofthemarketplace today.Thedatainthetableontherightareaveragedacross12 categories,butmanyofthesefindingsdiffersignificantlyacross categories(andacrosssegmentsofwomenaswell). > Recommendationsfromfriendsandextendedfamilyhave moreswayondecisionsaboutvacationsand entertainmentchoices. Recommendationsfromspousesarecrucialfor automotivechoices. Retailsalesassociatesareparticularlyimportantin fashioncategories. Parentsarelookedtomoreoftenforoverthecounterdrugs, householdsupplies,andhouseholdappliances.

Top10elementsofadvertisingthatmake youtakenotice Thepriceiseasytofind 45% Itprovidesproofordetailsonitsquality 43 Themessageisrelevanttomylife 39 Itiseasytoremember 28 Itprovidescomparisonstocompetition 26 Itofferssomethingfreeorhighlydiscounted 26 Itprovidesratings/reviewsfromothersources 25 Itisentertaining 25 Itprovidestestimonialsfromactualusers 21 Thegraphicsareappealing 20

> > >

Thelistgoeson.Findingtherightmessage,andtherightmediamix, requireanindepthunderstandingofthetargetsegment,andcategory involved.Generalizationsgivesomeinsightintoheroverallmindset, butareinsufficientforeffectivemarketinganddeeperrelationships. Highlightsofwomensdecisionmakingprocessesacross12categories areprovidedintheAppendix.

KeyTakeAways
Getsubstantive:Womenspracticalandutilitarianapproachestothe marketplaceachievedanewfoundimportanceastheeconomy stumbled.Today,herapproachtothemarketplacehasbecomethede factoapproachembracedbymanymen,andbymanyfamiliesas whole.Shegenerallypreferssubstanceoversizzle,andquiteoftenwill preferasolidgoodchoiceoveramoreexpensivegreatchoice.It requirescommunicatingqualityandvalue,andbuildingbrandsthat authenticallydeliveronthesecoredimensions.Froma communicationsperspective,communicatingwithherislessabout poetryandmoreaboutperformance;itislessaboutinspirationand moreaboutperspiration,althoughadoseofauthenticinspiration certainlydoesnthurt.

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Expectintensificationofrecommendationdynamics:Womenaremorelikely toproviderecommendations,andtoactonrecommendations,thanever before.Sheistheamplifierofideasinsociety.Intermsofinformation,sheisa disseminationhubsheisarecipient,processor,creator,and(re)distributorof theinformationthatdrivespurchasedecisionsinthemarketplace,andinthe economymoregenerally.Certainlyonlinesocialnetworksplayarole,butare onlyapieceofthepuzzlethemorefundamentalchangehasbeenthe growingroleofwordofmouthtowomensmindsetsandlifestyles,bothonline andoffline.Expectevenlessshynessaboutmakingrecommendationsgoing forward.Effortstoproactivelymanagethesedynamicsareamust formarketers.

Getspecific:Marketersmustunderstandspecificsegmentsofwomen,and theneedsofthosetargetsonacategoryspecificbasis.Everythingfrom preferredinformationsourcestopreferreddecisionmakingstylesdifferby segmentandbycategory.Onesizefitsallisanillusion,inclothingandinlife. Womenrealizethis;marketersmustaswell.Thereisnosinglewaytotalk towomen.

Stoppretending:Shecallstheshotsandmakesthedecisions.Itisthroughher graciousnessandhumilitythatfamilydecisionmakingevenapproximateswhat shecallsshared.Andinmostcases,hewillgladlycedecontroltokeepfrom rockingtheboat.Reinforceherleadershipbyhelpingmenacceptit,andeven embraceithelpingthemmanagetheirdaytodaylivesinamatriarchyas theyseekaminimumofhassle.

Lookoutforherneeds:Youllbejustabouttheonlyone.Shemakesdecisions basedoninformationandcollaboration.Shecarefullyconsidersawiderange ofdata,andthenperformsacomplexcalculusofpriceandvalue,expertand consumerreviews,spousalconsiderationsandfamilypreferences.Last,and least,comeherownneeds,whichshehabituallyputsbehindtheneedsofher family.Helpherputherselffirstyoullbeoneofthefew.

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Givecreditwherecreditisdue:Marketerswoulddowelltoacknowledge,not onlythefactofherleadership,butalsohersuperiorityinthatrole.Itsnot justajobshehastakenonbecauseofalackofothervolunteers.Sherelishes therole.Shedoesitbetterthanmen.Andherwideningspheresofimpactare makingherleadershipfeltmorewidelythaneverbefore.Aseconomicstrain continues,herleadershipstyleisevolving,evidencedinherincreasing tendencytodescribeherselfasambitious,decisive,andstressed.Helpher growintotheroleoffamilyandsocialleader,andrespectherstyleof heightenedcommunication,collaboration,andgentlebutfirmpersuasion. Getusedtoit:Herleadershipisintensifying,notdiminishing.Hercircleof influenceisgrowing,notshrinking.Herexpectationsaboutbrandsare becomingeveryonesexpectationsaboutbrands.Dontexpectasuddenturn aroundingenderrelationshipsormarketplacedynamicswhenaneconomic upswingoccurs.

Wantmore?
ThiswhitepapersummarizeskeyhighlightsfromWaveFourofWomen,Power &Money.Butthereismuchmore,includingextensiveinformationabouther mediaandtechnologyusage,andherapproachtoadozendifferentcategories. Wealsohaveindepthprofilesofsegmentssuchashighincomewomen, Hispanicwomen,AfricanAmericanwomen,wordofmouth leaders,andmanymore.Together,thefourwavesofourstudyrepresent apowerfuldatabasethatcanbeminedtoaddressanynumberofspecific marketingquestions.

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Formoreinformation,pleasecontact:
NancyBauer DeputyGeneralManager/SeniorPartner FleishmanHillard 4047390109 nancy.bauer@fleishman.com MarleneGreenfield VicePresident/ExecutiveDirectorofResearch HearstMagazines 2126494401 mgreenfield@hearst.com StephenKraus ChiefResearch&InsightsOfficer IpsosMendelsohn 4152939711 steve.kraus@ipsos.com

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NancyBauer
DeputyGeneralManager/SeniorPartner SeniorVicePresident/CreativeDirector FleishmanHillard/Atlanta NancyBauerservesastheDeputyGeneralManagerandleadstheconsumer marketingteamattheAtlantaofficeofFleishmanHillard.Shealsoservesasa valuableresourcetoAtlantaandtoFleishmanHillardlocationsaroundthe world.Sheistheseniorcounselortobrandsthataremarketedtowomensuch asVikingRangeCorporation,AARP,andMikasa,tonameafew.Nancy spearheadedaproprietaryresearchproject,Women,Power&Moneythe shifttothefemaledriveneconomyforFleishmanHillard.Sheisaspeakerand clientcounselorofferinginsighttocorporations,organizations,groupsand mediaonthetopicofmarketingtowomen.

MarleneGreenfield
VicePresident,ExecutiveDirectorofResearch HearstMagazine MarleneGreenfieldcurrentlyholdsthepositionofVicePresident,Executive DirectorofResearchatHearstMagazines.Sheandherteamareresponsible forallcustomandsyndicatedadvertisingandmarketingresearchforthe HearstMagazineDivision.Thisresponsibilityencompasses19brands,including boththeprintanddigitalcontentplatforms. PriortoherreturntoHearstin2005,MarlenewastheCorporateResearch DirectoratGruner+JahrUSAPublishingfrom20012005,whereshewas accountableforalleditorial,advertisingandconsumerresearch. However,MarlenespentmostofherprofessionalcareeratHearst,whereshe heldvariousresearchpositionsduringherfirst,16yeartenure,startingbackin 1984.Shebeganhermediaresearchcareeronthevendorsideinaccount servicesatIMS. Anactivememberofthemediaresearchcommunity,Marlenesitsonthe BoardofDirectorsoftheMediaRatingCouncilandisamemberoftheMPA ResearchCommittee.

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StephenKraus,Ph.D.
ChiefResearch&InsightsOfficer IpsosMendelsohn Dr.StephenKrausisChiefResearchandInsightsOfficerofIpsosMendelsohn, andleadsthedesign,analysisandinterpretationoftheMendelsohnAffluent Survey,a35yeartrackingstudyofAffluentconsumers.Stevehasspenttwo decadesstudyinghumanbehavior,andhasauthoredthreebooksonsuccess andaffluenceinAmerica.HisbookTheNewElite:InsidetheMindsoftheTruly WealthywascalledindispensabletomarketersbyPublishersWeekly.His nextbookSellingtotheNewEliteearnedravereviewsforitsinsightful explorationofpassionasthefundamentalprincipleunderlyingsales excellence,wealthaccumulation,andtheworldsmosteliteluxurybrands. WithIpsosMendelsohnPresidentBobShullman,Stevewritesmonthlycolumns onmedia,socialtrendsandaffluenceforAdAgeandMediaPost.Steve formerlydirectedthewellknownYankelovichMonitorstudyofconsumer values,andhisinsightsareregularlyquotedinthemedia.Aformerprofessor, StevereceivedhisPh.D.insocialpsychologyfromHarvardUniversity,and twicewonHarvard'sawardforteachingexcellence.