1. Increased social and professional dominance of females in the world. 2. There is a cumulative and dramatic effect females have had on American culture. 3. Women control an increasing percentage of active income AND a large percentage of passive income. More and more of them; outliving men by 5 years… so inheritors of wealth accumulated by successful fathers or husbands. 4. In largest American cities. In 2005, for American women under 30 yrs old, they overtook men in earning power. 5. They work in fields that are resistant to economic swings. Education and health care.
College and graduate schools, more women attend and finish; most learning disabilities afflicting more males.dyslexia and autism (10%/6%); ADHD Women run households AND companies, and make up and increasing percentage of today’s global business travelers. They are the world’s majority book buyers, grocery buyers, decision makers on the social lives of their families.
The ability to control reproduction has a huge impact on how women live alternative lifestyles to just babymaking and homemaking.
HOUSEQUAKE - 1.McMansion to more functional downsized house. DON’T PHUNK WITH MY HEARTH – The kitchen scene – kitchen, work area, play and homework, tv area. LET US SPRAY – The bathroom scene, soaps. NICE WORK IF YOU CAN GET IT – office in the house, office supplies stores (candy, toys, bags, knick knacks) WE CAN WORK IT OUT – the home gym – being present, available, and in control, no guilt, no vanity issue (treadmill and ab rollers); Curves chain – no fuss fuss, time efficient for the time-starved female.
TO LOVE, HONOR, AND MAINTAIN – the evolution in the workplace, culture (divorce),and more females living in the dorms resulted in the tool-belt diva. Julia Child and Martha Stewart (if we can do it, so can you…); also the home as an art project (change paint because they are bored with the color). – NEVER PLAY THE HELPLESS FEMALE. SHOULD I STAY OR SHOULD I GO? – as more females travel for business and leisure, by 2010, every major hotel chain in the world has innovated with the single female traveler in mind; bowed curtain and clothesline, right mix of hangers (for skirts); how they are greeted; bellhop not to carry their luggage – FEMALE BELLHOP; ALL FEMALE FLOOR. THE FEMALE UNPLUGGED – hard goods ( TVs computers, cars) were never marketed to women; Radio Shack did well with female techies – trusted, will not sell you up. WOMEN BUY not on technology – is it powerful? but on relationship – what does this get me? ; not bells and whistles; Example: computer light vs hard drive size. WOMEN AND SIN –(1) big chunk of customers of casinos are females; greater income from slot machines (I Dream of Jeannie, Gilligan’s Islands) than the table and card games. Shopping in Vegas; (2) The business of exploiting the females pre-occupation with her face and body is a multibillion dollar industry – Botox, liposuction, breast augmentation, and of course, diet food and drinks. (3)Smoking – Thins and distribution from drugstores instead of C-stores (safety issues). (4)Wine – White wine. Buying for others. Lite beer.
EMPRESS’S NEW CLOTHES – the time-squeezed female does not have time to get lost in the department store; going to specialty stores; UNISEX strategy of Gap failed; ignored 50 something with disposable income female. Size 4s instead of size 14s. Zara – women run company. C’MON A MY MALL – 60% of mall goers are female; looking for safe form of escape. One stop shop (repair, travel needs, dinner, groceries, drugs – a CENTER, shopping and entertainment. (Dubai, Sydney, Tokyo); dressing rooms, seats for waiting partner, (Marks and Spencer in London) couches, video, football match, snacks. HIGHER GROUND – popularity of Farmer’s Market. Hardwired for the feeding and nurturing responsibility… healthy! Reading health info… Brazilian milk farm… why expensive/organic.
DRUGSTORES – well lit, convenience, safe, morphed into a mini department store. Consultation room with pharmacist? SEE ME, TOUCH ME, - the success of Avon – intimate, educational, convenience, income potential too.; Sephora and Aveda and Origins – one on one relaxed. More contact. More relationship. More sales. Success of Laren Luke on Youtube. Ideal hair issues – willing to spend on hair cut; Hair color. ideal on body hair. Nice on the head and none on the body. Waxing. Grey as the new ideal? OFF THE WALL – Facebook. Fastest growing demographic women aged 50 and over. Businessweek predicted that the future of all social media will revolve around women.
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