Consumers
For many markets, particularly in developing countries—companies haven’t yet tailored products for women or made great efforts to market products to women. As a result, women miss out on products and services, such as financial and digital, that could improve their lives.
Furthermore, women control 60 to 80 percent of consumer spending. Marketing products to women can enhance company sales and growth, and can also be utilized as a tool to transform harmful societal norms and views, such as how feminine beauty or masculinity should be defined.
Designing for and marketing to women allows companies to expand into new markets, target new consumers, and boost sales to existing customers. Sector-specific examples:
- In mobile, there is a $170 billion opportunity for mobile providers to better serve women.
- In finance, women’s spending on insurance premiums is expected to grow to $1.7 trillion by 2030, doubling its current value.
- In travel, women make more than 80% of purchasing decisions.
- Worldwide, some 2.3 billion women don’t currently have access to the internet.
- Women’s incomes are expected to grow faster than men’s and women are expected to control nearly 75% of discretionary spending by 2028.
Effectively design and tailor products and services for women, as well as appropriately deliver products and services to women. Ensure your marketing to women advances women’s empowerment and gender equality.
Understand the impact your products, services and marketing messages are having and how to improve them.
Example Case
About the client & project:
A leading US technology company has developed various global education initiatives that focus on increasing students’ access to technology and students’ digital literacy, and/or training teachers to integrate technologies and project-based teaching methods into schools. These initiatives can help develop a future pipeline of consumers. The company wanted to (1) better understand its impacts on women and girls, including how initiatives did or did not create an enabling environment for female students, and (2) position themselves as a thought leader in the gender space.
Our approach:
ICRW began with a review of initiatives by looking at evaluations, reports and documents, as well as by conducting interviews with staff and participants. ICRW also conducted field research to better understand the impacts of the program and document compelling first-hand experiences. We provided analysis and guidance for internal purposes, and produced an external publication.
Client benefits:
Our assessment allowed the client to better understand the impacts it was having on female students and teachers, and share these publicly. We provided counsel on how to package the findings and facilitated distribution through channels to share the findings with key audiences in order and position the company as a thought leader in the gender and technology space.
