January 2011

Women are responsible for up to 85% of consumer
purchase decisions in the home and represent huge growth
in many categories. For example, women are responsible
for the purchase decision of 65% of cars, according to a
survey by Memorex. Women’s spending power has
increased by 50% over the past 20 years and continues
to boom, perhaps because the UK gender pay gap has
steadily fallen since 1997. With statistics like this, it’s
absolutely imperative that the lifestyles, needs, desires
and fears of women are thoroughly understood. To delve
deeper, we commissioned a study in partnership with
The center for Brand Analysis. If you’d like to hear more
about this study, please get in touch.