Despite the long-held belief that men manage financial decisions in their households, it's women who hold most of the purchasing power. Three out of four women responding to our survey indicated they make most of the purchases in their household—a figure on par with other national estimates. If these data are accurate, women’s perception of their leadership role in household spending is more accurate than the perceptions of their male peers.
Is your organization accurately accounting for the share of women in your target market? One key strategy is ensuring you have gender diversity on your teams to help illuminate the preferences of all consumers.
Women Are Conscious Consumers