The six things women want from brands in 2017 – and it’s not just pink
Instead of simply trying to “milk the pink dollar”, Mia Freedman argues brands need to do more to get their hands on women’s money. In this guest post for International Women’s Day, the founder of the Mamamia Women’s Network reveals what women really want from brands in 2017.
In boardrooms around the country – and indeed the world – right now, there are groups of people trying to work out how to milk the pink dollar. How can we get our hands on women’s money, they wonder? As we all know, women are responsible for around 85% of household spending and not just on cereal, lipstick and cleaning products. Women are the drivers of most big-ticket purchasing decisions in any household: cars, financial services, telcos, travel, insurance…. hell, we’re even big buyers of men’s underwear and fragrance.
Women are also significantly more influential when it comes to brand advocacy.
As active communicators on social media and IRL (‘in real life’ for old people), women are the ones who can amplify your brand for better or worse. And usually, they do it for better; women are far more inclined to share a positive brand experience or opinion than a negative one.
Mummamia delivers perfectly on all of these as a brand and product.
Pink dollar is Mia targeting gay men or women?