What Australian women really want
My friend Mike sent me an excellent article published on Bandt which unfortunately I cannot link because it requires a subscription. It’s about what (Australian) women really want, and it’s written by Catherine Heath, strategic planner at Young & Rubicam. Among the other things, Catherine writes:
“The new woman is a complex combination of smart, focused and radical, traditional, committed and feminine. She is rewriting the rulebook on how brands can to talk to her. (…) Women want the same things as men, last year in Australia, women bought 60% of iPods sold. (…) Women’s need to share is fundamental and applies equally to consumer behavior as to life. (…) A woman won’t complain about a bad experience—she’ll simply leave. Ninety-six per cent of women will discard a product or service without complaining.”
If you’re really interested in the topic, last March Fairfax Digital published a similar article which just requires a free registration to be accessed.
Finally the importance of the Women’s market is begining to get some traction - at Venus we are really pushing the changes. Despite the figues that are so often quoted there is a great reluctance for putting the thinking into practice - so many marketers are still scared to read the writing that’s on the wall. Perhaps the Rethink Pink conference next month in London will help - but there is still a long way to go.