Post on 17-Jun-2020
January 2012
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Executive Summary
Wave Four of the industry‐leading study Women, Power &
Money finds today’s woman retaining her strength, leadership
and optimism amid ongoing economic uncertainty. In most
households, she is still, as noted in previous waves of the
study, the Chief Executive Officer, Chief Financial Officer,
Chief Operating Officer, and Chief Purchasing Officer. Her
leadership style is collaborative; she readily shares decision‐
making responsibility, and the credit that goes along with it.
But her leadership style is also evolving, and is now less about
“doing it all herself” and more about “leading the team.”
Moreover, her identity is evolving as she grows into the role –
compared to 2008, she is more likely to describe herself as
ambitious and decisive (and, tellingly, stressed). Despite the
challenges, she relishes the role of family leader, a role that in
many ways performs better and more thoughtfully than
her spouse.
While previous waves of the study have documented her growing authority
within the household, perhaps the most notable change in Wave Four is the
expansion of her “sphere of influence.” Her social circles have expanded,
beginning with social networking sites, and extending to a broader perspective
that highly values gathering and disseminating information. Simply put, when it
comes to the dynamics of the marketplace, she has changed the game. Forty‐
two percent of women agree, “I regularly influence friends and family to buy or
not buy a particular product or service,” – up significantly from September
2008. In addition, 54% agree “I feel it is my responsibility to help friends and
family make smart purchase decisions.” She is a consumer, broadcaster, and
amplifier of ideas in the marketplace; expect these recommendation and word‐
of‐mouth dynamics to continue intensifying.
“Simply put, when
it comes to the
dynamics of the
marketplace, she
has changed
the game.”
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The economy is by far her strongest concern, and this concern continues to
weigh heavily on her mind, and her shopping decisions. Seventy‐one percent
agree, “Life is more complex today than it was before the recession,” and 75%
agree, “I shop differently now than I did before the recession.” Economic
concerns have intensified her decidedly utilitarian approach to the
marketplace. She seeks value, quality, performance, and above all, substance.
She generally prefers a solid “good” choice over a more expensive “great”
choice. In many cases, she researches purchases thoroughly, and applies
complex, category‐specific decision rules in making marketplace choices. And
again, her influence within the family, and in broader circles as well, has led to
an amplification of her preferences – in a very real sense, her preferences have
become the de facto defining preferences for today’s marketplace.
Of course, it is easy to over‐generalize when speaking about “today’s American
woman,” and our full report explores segments of women defined by age,
income, ethnicity, and more. Certainly younger women lead the charge on
some of the trends we have observed, but they are not alone. For example,
affluent women (who skew older) in many ways resemble today’s twenty‐
somethings, despite being an average of 20 years older; instead of a “digital
divide,” their shared enthusiasm for technology has bridged the generation
gap. This is one example of many, underscoring the tremendous diversity of
women today. One‐size‐fits‐all is an illusion, in clothing and in life – there is no
single way to “talk to women.”
In the final analysis, today’s American woman has changed the game. She calls
the shots and makes the decisions. Her leadership is expanding, not
diminishing. Any marketer or advertiser who continues to pretend otherwise
does so at their own peril.
“She calls the shots
and makes the
decisions. Her
leadership is
expanding, not
diminishing. Any
marketer or
advertiser who
continues to
pretend otherwise
does so at their
own peril”.
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12 Key Categories
1. Automobiles
2. Home Electronics
3. Household Appliances
4. Furnishings/Décor
5. Vacations
6. Entertainment
7. Food/Groceries
8. Over‐the‐Counter Drugs
9. Household Supplies
10. Personal Care/Beauty
11. Fashion
12. Watches/Jewelry
About Women, Power & Money
Launched in 2008 by Fleishman‐Hillard, Women, Power & Money is an industry‐
leading exploration of the lives and lifestyles of American women. The study
initially set out to understand today’s successful woman, and found instead
that nearly all women consider themselves successful. Moreover, she had
quietly taken control of American family, and a new American matriarchy had
emerged. In the years since, a variety of factors have converged to accentuate
and amplify her influence even further: persistent economic concerns, the
ubiquity of media, mobile technology, the rise of social networking, and
perhaps most important, the widespread acceptance of her growing influence.
In 2011, Fleishman‐Hillard and Hearst Magazines commissioned research firm
Ipsos Mendelsohn to conduct Wave 4 of Women, Power and Money. The study
provides a broad look at women’s lives, including their evolving attitudes
toward home, family, career, marketplace, media, and self. In addition, it
provides a detailed look at how women approach 12 key categories, both in
terms of information‐gathering and decision‐making: automobiles, home
electronics, household appliances, furnishings/décor, vacations,
entertainment, food/groceries, over‐the‐counter drugs, household supplies,
personal care/beauty, fashion, and watches/jewelry. A brief history of the
study, along with key findings, and a more detailed description of the Wave 4
methodology, can be found in Appendix B.
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Finding Strength amid Economic Adversity and Busy Agendas
Today’s woman continues to retain her positive, empowered outlook, despite
the ongoing stresses of today’s economy. Given a list of adjectives and asked
which describe themselves, 12 adjectives emerge as being chosen by a majority
of women. They are uniformly positive, and encompass both “traditional”
female roles surrounding care‐taking and empathy. But most also describe
themselves with positive terms that transcend gender stereotypes, including
smart, knowledgeable, independent and happy.
There are three particularly telling adjectives that have become more
descriptive of women’s lives over the past 3 years – ambitious, decisive and
stressed. Increased stress is the most intuitive of these increases, driven by the
ongoing turmoil of the economy and (as we shall see) her very full agenda. But
the dual factors of the faltering economy and overloaded to‐do lists have also
shaped her outlook and approach in other ways – she is becoming more
decisive and more ambitious. She is taking even greater control, bringing a
sharper sense of priorities, and delegating with greater authority.
The Top 12: Percent of women
describing themselves as…
Caring 76
Friendly 76
Kind 73
Family‐focused 72
Thoughtful 72
Helpful 71
Intelligent 63
Smart 61
Knowledgeable 57
Generous 57
Independent 56
Happy 55
Describe self as… September 2008 September 2011*
Ambitious 37% 50%
Decisive 38% 43%
Stressed 19% 33%
For tracking purposes, data in this table are among the 80%+ women who consider themselves successful
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The Economy at the Core of Her Concerns
Economic stress remains the crucible in which today’s lifestyle trends and
social changes are forged. And economic stress remains both top‐of‐mind and
deeply‐felt. For example…
> 75% agree, “I shop differently now than I did before the recession”
> 71% agree, “Life is more complex today than it was before the recession”
> 58% agree, “Financially, I am worse off now than I was before the
recession started”
The economy is, metaphorically speaking, the core of her concerns, with less
pressing concerns radiating out in a series of concentric circles. She fears the
impact of the economy on healthcare, unemployment, her household budget,
and the future of her children. The next circle reflects less immediate, but still
important, social and political issues, with even more distant concerns (e.g.,
cyber crime, elder care) beyond that.
Economy at the Core of Women’s Concerns Center of diagram reflects strongest concern
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Reasons women
tend to cite for
being primary
decision‐makers
> Save money > Partner doesn’t want to deal
> Make better decisions
> Nobody else will > More available time > I enjoy being in control
> I save time > I care more > Spouse/partner made poor decisions in past
Reasons men
tend to cite for
being primary
decision‐makers
> Something I have always done
> I am more qualified > I am more effective/efficient
Her Leadership Style: From “It’s all on ME” to “Leading the TEAM”
Clearly today’s woman remains the agenda setter in most American
households. She is the family visionary who keeps the big picture in mind,
while also plotting the day‐to‐day course for the household and those who live
in it. But her leadership style is less about doing‐it‐all herself and being Ms.
Independence. Instead, it is a more collaborative and thoughtful approach, one
in which she leads the team (at home and away) in developing and executing
the agenda. She readily shares both the decision‐making responsibility, and the
credit that goes along with it.
> Two‐thirds of married women say overall household decision‐making is
shared, while one‐third described themselves as having the primary or final
say; married men, it would appear, are less willing to give equal billing,
exhibiting a 50‐50 split.
> For purchases of smaller‐ticket items, women’s influence is even greater
(e.g., 89% of women agree, “I am the one most responsible for purchasing
household goods and services”).
> For purchases over $100, the vast majority of women and men agree that the
buying decision would be jointly made.
Gender Wife % Husband %
Among Married
I share decision making equally with my spouse or partner
67 49
I have final/primary say 32 50
Purchase Decisions Shared
Under $100 31 45
$100‐$499 72 66
$500‐$999 85 70
$1,000 or more 86 74
Among Final/Primary Decision‐makers
I wish my spouse or partner would help make more of the decisions for the household
56 52
Being the primary decision‐maker is stressful 70 62
Being the primary decision‐maker is tiring 66 55
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50% agree: I regularly
influence friends and family to
buy or not buy a particular
product or service
Women who are the primary decision‐makers do find the job more stressful
and tiring, perhaps because they typically bring more thoughtful and nuanced
approaches to the job. Women who are primary decision‐makers cite a host of
reasons for holding the job, from greater enjoyment of the process to simply
doing it better. Men who are primary decision makers, in contrast, usually cite
inertia and their “efficiency.”
Women as Media: Expanding Social Circles through Receiving,
Broadcasting, Influencing
Just as she leads her household, so too does she connect with and lead a
variety of broader social circles as well. She receives, processes and
disseminates a tremendous amount of information, through both virtual and
face‐to‐face channels. With the greater importance of social circles more
generally comes a greater influence of social dynamics on marketplace
behavior. Simply put, she is becoming an even more important influencer in
the marketplace. A growing number agree, “I regularly influence friends and
family to buy or not buy a particular product or service,” and 54% of all women
agree, “I feel it is my responsibility to help friends and family make smart
purchase decisions.”
Certainly online social networking sites play large and growing roles in the
expansion of her networks, and her life. For example…
> 73% now use Facebook, up from 65% in January 2010
> Her average number of friends on Facebook rose substantially as well
> 65% are a friend/fan of a company, brand or product on Facebook
(compared to 52% of men)
> 28% agree, “Using social network sites has made it easier for me to decide on
what to buy”
> 27% agree,” Using social network sites to share my shopping and product
experiences make me feel more empowered”
All of these figures rise significantly for particularly valuable advertising targets
such as younger women and affluent women. And of course, there is more to
online social networking. Significant numbers also report using LinkedIn,
Twitter, Classmates, Google+, and so on.
31%
50%
Sept 2008 Sept 2011
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There’s no denying the impact of online social networks, but it is important to
put their impact into context. Her online social networking represents only a
portion of what she does online, and of course, what she does online is only a
portion of her life. Reading and posting product reviews are more common
activities than marketplace‐related activities on social networking sites (below
left). Moreover, in‐person communications – in social gatherings, at work, in
retail contexts – remain by far the most widely used methods for
communication and influence (below right).
Activities done in the past 6 months
Read consumer reviews about a product on a website 46%
Recommended a specific product or service to someone 33
Reviewed a product or service on a website 30
Recommended that someone not buy a specific product or service 19
Commented about a great experience I had with a product or service on
a social network site 16
Provided an informative link about a product or service on Facebook 13
Provided feedback about a product or service on a social network site 12
Vented my frustrations over a bad product or service experience on a
social network site 11
Requested feedback about a product or service on a social network site 7
Retweeted a tweet that was about a particular product or service 2
Provided an informative link about a product or service on Twitter 2
Methods used to provide information or
recommendations in the past 6 months
In‐person, at a social gathering 52%
In‐person, at work 39
Over the phone 27
In‐person, in a store 21
Via email 16
Using a social networking Internet site 15
Texting 12
Posting a review or blog online 6
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Improving Lives for Self and Others: The Positive Nature of Her
Influence and Communications
Her social interactions and influences are largely positive. The table on the
previous page highlighted that 33% had recommended a product or service in
the past six months, compared to 19% who recommended that someone not
buy a specific product or service. Similarly, 16% praised about a product or
service on an online social networking site, compared to only 11% who used
the forum to vent their frustrations about bad products or services.
Reaching out to others and adding more social elements to her decision‐
making is not a sign of insecurity or ducking responsibility. She certainly feels
confident and empowered in the marketplace; 71% agree, “Today, I feel
confident in my being a trusted source of information to others.” She feels
smart and ultimately acts based on her own judgment. Rather, her decision‐
making style is information‐oriented, and friends, family and other trusted
sources have become among the most influential sources of information that
she seeks out. It is not so much about safety in numbers – rather, it is the
expectation that collaboration will result in a better decision, for herself and
those she connects with.
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Perhaps even more telling – her primary reasons for sharing opinions (online
and offline) – center around sharing positive experiences, seeing others
benefit, and spreading the word about something they feel passionate about.
Relatively few are focused on warning others about poor products or services,
and only 5% say “it’s what everyone is doing these days.” (Interestingly, men
are more likely than women to share product or service recommendations
because they are confident that their recommendations are “the right way
to go.”)
Top Reasons for Providing Feedback or Recommendations about Products or Services
I think the person I recommended it to would enjoy it or benefit from it 58%
I want people to experience the same positive experience I've had 54
I've personally benefited from the advice of others in the past 48
I don't want to see people make the same mistakes I've made 45
The times I've offered a recommendation are about topics and products I'm passionate about 36
I was confident that my recommendation was the right way to go 34
I enjoy being a trusted source of information to others 31
People tend to come to me for advice on particular topics 29
No reason, it was just a natural part of the conversation at the moment 28
It provides me with a feeling of goodwill 28
In hopes that others would return the favor for me in the future 28
It's what everyone is doing these days 5
Her Marketplace Needs and Brand Preferences Skew
Practical, Functional
Today’s American woman brings a pragmatic, utilitarian approach to the
marketplace in general, and to brands in particular. When asked to list the
brands she admires across a variety of categories, the brands named most
consistently tended to be “solid,” but not necessarily spectacular. Across a
dozen categories, we asked American women to list the brands they admire,
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and to describe in their own words why they admire those particular brands.
The most cited automotive brands, for example, were Ford, Chevrolet, Honda
and Toyota – traditional “luxury” auto brands ranked far down the list. The
same admiration of good, if not great, brands emerges across categories. Olay
and CoverGirl. Old Navy and Macy’s. Tylenol and SC Johnson. Kraft and
General Mills.
Her practical marketplace approach also underscores why she admires
particular brands. Across virtually every category, good and quality are the
terms she uses most, with price typically close behind. Certainly there are some
nuances by category – she wants health from food brands, style from fashion
brands, innovation from technology companies, service from hotels, beautiful
designs from jewelry, and effectiveness from over‐the‐counter drugs. But good
quality at a good price (in other words, value) is generally her top
consideration. (See below; font size indicates frequency of mention).
BRANDS ADMIRED REASONS WHY BRANDS ADMIRED
Beauty
Apparel
Autos
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The Many Faces of Women Today
The trends among American women that we have described thus far –
leadership at home and in the marketplace, a growing role as communicator
and influencer, value‐orientation – are broadly‐based and seen in most
segments of the female population. The tremendous sway that
recommendations have on behavior, for example, skews modestly by
generation, but in the big picture, is a key marketplace theme across age
groups. As shown in the table below, Millennial women are more likely to
agree that recommendations from others can be comforting, and to have
made specific marketplace choices based on recommendations; however,
more than two‐thirds of Senior women agree with these sentiments as well.
In other respects, however, the tremendous diversity of the women’s
marketplace is apparent. Millennial women more frequently broadcast
information and make recommendations, and fully half point to online social
networking sites as facilitating their shopping decisions. Millennial women
bring a different approach to shopping more generally – displaying a more
unabashed enjoyment of shopping both online and offline, and paying greater
attention to celebrities. (interestingly, Millennial women are also most likely to
describe themselves as “stressed” or “exhausted,” while self‐descriptors such
as “caring,” “family‐focused” and “optimistic” are lowest among Millennials
and increase with age).
Millennials Xers Boomers Seniors
The Power of
Recommendations
Having someone I know and trust make a purchase recommendation for me is a great comfort 88 80 77 73
I have purchased or not purchased a particular product or brand, because of something a friend or family member told me 84 79 73 67
The Urge to
Influence
I feel it is my responsibility to help friends and family make smart purchase decisions 73 53 51 44
With all the communication tools available to me and how much I share with others, I am an influential information source 69 49 41 27
I regularly influence friends and family to buy or not buy a particular product or service 61 46 36 29
Using social network sites has made it easier for me to decide on what to buy 49 35 19 14
Using social network sites to share my shopping and product experiences make me feel more empowered 51 33 19 9
Shopping as Sport
I enjoy shopping 77 69 60 53
Shopping is more like a game to me than a chore 66 50 41 33
I prefer buying items on the Internet instead of purchasing them in a store 47 36 29 20
I take notice of the clothes and products that are used by celebrities 37 23 13 6
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Clearly, younger women are potent sources of influence, in society
and in the marketplace. But they are just as clearly not the only
segment of heavy influencers. Affluent women – whom we’ll define
as women living in households with at least $100,000 in annual
household income – average 20 years older than Millennials, but in
many ways share the profile of today’s influential, connected
Millennials. Higher income generally means higher education and
higher disposable income, both of which are predictors of
technology adoption, technology usage, and the desire to
communicate. For example, Millennial women average 247 friends
on Facebook, but affluent women average even more (278).
The Complexity of Marketplaces Today
The decision‐making dynamics of today’s woman are complex and
multi‐faceted, varying across segments and across categories. In
general, her purchase criteria are substantive, practical, and value‐
oriented. Her information needs are extensive, encompassing both
word‐of‐mouth and traditional media sources, with a focus on
seeking evidence of value and quality. Specifically…
> In making purchase decisions, she typically seeks out the
opinions of others (particularly her spouse), and does her
own research as well, with a particular eye toward expert
opinions and offerings “validated” by objective third‐parties.
Only 13% cite advertising and 7% cite personality‐driven
content such as that from Oprah or Martha Stewart.
> Information she wants from companies starts first and
foremost with price, followed by a range of quality‐related
information. Conspicuous by its absence in the top 10 of this
list: only 6% want information highlighting “the brand's care
for the community and the environment”.
> Advertising that makes her take notice does not hide the
price, and makes a clear case for the offering in terms of
value, quality and relevance. Far down this list: celebrity
endorsements, a catchy jingle or tugging at the heartstrings.
Affluent women…
average 20 years older
than Millennials, but in
many ways share the
profile of today’s
influential, connected
Top 10 types of information that companies could
provide to help purchase decisions
Price 74%
Quality of materials 38
Ratings/reviews from actual users/owners 33
Quality of craftsmanship 29
Warranties and Guarantees 24
Quality of service 22
Elements of design and style 20
Ratings/reviews from experts 19
Direct comparisons to competitive choices 18
The brand's or company's heritage 16
Top 10 factors highly important in
making purchase decisions
Your spouse/partner 66%
Information found online 40
Expert opinion 39
Third‐party endorsements 30
Your parents 30
Your friends 27
Your children 24
Information in magazines 17
Information in newspapers 17
Extended family members 16
Information on the television 16
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But these general conclusions mask the complexity of the marketplace
today. The data in the table on the right are averaged across 12
categories, but many of these findings differ significantly across
categories (and across segments of women as well).
> Recommendations from friends and extended family have
more sway on decisions about vacations and
entertainment choices.
> Recommendations from spouses are crucial for
automotive choices.
> Retail sales associates are particularly important in
fashion categories.
> Parents are looked to more often for over‐the‐counter drugs,
household supplies, and household appliances.
The list goes on. Finding the right message, and the right media mix,
require an in‐depth understanding of the target segment, and category
involved. Generalizations give some insight into her overall mindset,
but are insufficient for effective marketing and deeper relationships.
Highlights of women’s decision‐making processes across 12 categories
are provided in the Appendix.
Key Take‐Aways
Get substantive: Women’s practical and utilitarian approaches to the
marketplace achieved a new‐found importance as the economy
stumbled. Today, her approach to the marketplace has become the de
facto approach embraced by many men, and by many families as
whole. She generally prefers substance over sizzle, and quite often will
prefer a solid “good” choice over a more expensive “great” choice. It
requires communicating quality and value, and building brands that
authentically deliver on these core dimensions. From a
communications perspective, communicating with her is less about
poetry and more about performance; it is less about inspiration and
more about perspiration, although a dose of authentic inspiration
certainly doesn’t hurt.
Top 10 elements of advertising that make
you “take notice”
The price is easy to find 45%
It provides proof or details on its quality 43
The message is relevant to my life 39
It is easy to remember 28
It provides comparisons to competition 26
It offers something free or highly discounted 26
It provides ratings/reviews from other sources 25
It is entertaining 25
It provides testimonials from actual users 21
The graphics are appealing 20
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Expect intensification of recommendation dynamics: Women are more likely
to provide recommendations, and to act on recommendations, than ever
before. She is the amplifier of ideas in society. In terms of information, she is a
dissemination hub – she is a recipient, processor, creator, and (re)distributor of
the information that drives purchase decisions in the marketplace, and in the
economy more generally. Certainly online social networks play a role, but are
only a piece of the puzzle – the more fundamental change has been the
growing role of word‐of‐mouth to women’s mindsets and lifestyles, both online
and offline. Expect even less shyness about making recommendations going
forward. Efforts to proactively manage these dynamics are a must
for marketers.
Get specific: Marketers must understand specific segments of women, and
the needs of those targets on a category‐specific basis. Everything from
preferred information sources to preferred decision‐making styles differ by
segment and by category. One‐size fits all is an illusion, in clothing and in life.
Women realize this; marketers must as well. There is no single way to “talk
to women.”
Stop pretending: She calls the shots and makes the decisions. It is through her
graciousness and humility that family decision‐making even approximates what
she calls “shared.” And in most cases, he will gladly cede control to keep from
“rocking the boat.” Reinforce her leadership by helping men accept it, and even
embrace it – helping them “manage” their day‐to‐day lives in a matriarchy as
they seek a minimum of hassle.
Look out for her needs: You’ll be just about the only one. She makes decisions
based on information and collaboration. She carefully considers a wide range
of data, and then performs a complex calculus of price and value, expert and
consumer reviews, spousal considerations and family preferences. Last, and
least, come her own needs, which she habitually puts behind the needs of her
family. Help her put herself first – you’ll be one of the few.
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Give credit where credit is due: Marketers would do well to acknowledge, not
only the fact of her leadership, but also her superiority in that role. It’s not
just a job she has taken on because of a lack of other volunteers. She relishes
the role. She does it better than men. And her widening spheres of impact are
making her leadership felt more widely than ever before. As economic strain
continues, her leadership style is evolving, evidenced in her increasing
tendency to describe herself as ambitious, decisive, and stressed. Help her
grow into the role of family and social leader, and respect her style of
heightened communication, collaboration, and gentle‐but‐firm persuasion.
Get used to it: Her leadership is intensifying, not diminishing. Her circle of
influence is growing, not shrinking. Her expectations about brands are
becoming everyone’s expectations about brands. Don’t expect a sudden turn‐
around in gender relationships or marketplace dynamics when an economic
upswing occurs.
Want more?
This white paper summarizes key highlights from Wave Four of Women, Power
& Money. But there is much more, including extensive information about her
media and technology usage, and her approach to a dozen different categories.
We also have in‐depth profiles of segments such as high‐income women,
Hispanic women, African‐American women, word‐of‐mouth
leaders, and many more. Together, the four waves of our study represent
a powerful database that can be mined to address any number of specific
marketing questions.
For more information, please contact:
Nancy Bauer
Deputy General Manager/Senior Partner
Fleishman‐Hillard
404‐739‐0109
nancy.bauer@fleishman.com
mgreenfield@hearst.com
Marlene Greenfield
Vice President/Executive Director of Research
Hearst Magazines
212‐649‐4401
mgreenfield@hearst.com
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Appendix A: Category Close‐Ups Respondents described their information‐gathering and decision‐making
processes across 12 categories. On the pages that follow, each category is
profiled in terms of…
> Top sources of information (participants chose their top five)
> Elements that increase purchase interest (participants chose their top three)
> Message elements that “make you take notice”
All figures shown are percentages of women selecting each option.
Responses for a category that are 5 or more percentage points above the
average for all categories are displayed in bold with a blue background.
Responses for a category that are five or more percentage points below the
average for all categories are displayed in italics.
Category Close‐Ups: Big Ticket Purchases
Internet‐based information is the most widely‐used source of information
about many decisions for big ticket and occasional purchases such as
automobiles, home electronics, appliances and furnishings. As in most
categories, personal communications – such as those with friends, family and
spouses – are a key information source as well. As women synthesize
information with an eye toward making a purchase decision, price plays a
central role in her considerations, as do warranties and guarantees. Price is
also central to what makes messages “stand out” for these categories, as in
other categories. However, she particularly also looks for messages that
provide proof or details about quality, direct comparisons versus competing
offerings, and ratings/reviews from trusted third‐party sources and
social media.
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Additional skews by category include…
> Automobiles: her top influence is her spouse (as both will likely drive it);
magazine articles play a key role as well.
> Home electronics: she looks to a particularly wide range of sources in making
decisions about home electronics, including those cited above as well as
in‐store retail sales associates, her children and ratings/reviews from
product owners.
> Appliances: sales associates and the retail experience are particularly
important in purchasing household appliances; in many cases, she will also
seek the advice of her parents as well.
> Furnishings & décor: compared to other big ticket purchases, furnishings and
décor have a more distinctive profile. Brochures and catalogs are critical
resources, particularly as they convey messages of excellence in quality,
craftsmanship, materials, design and style.
Average Automobiles
Home
Electronics
Household
Appliances
Furnishings/
Décor
Top
sources of
information
Your friends, extended family, colleagues 64 54 64 56 60
Your spouse/partner 55 67 59 54 58
In‐store info and sales associates 53 54 60 69 57
Internet content and info 49 65 68 68 50
Brochures and catalogs 40 40 38 40 57
Information
elements
important to
decision
making
Price 74 66 69 69 68
Quality of materials 38 18 23 20 46
Ratings/reviews from actual users/owners 33 36 41 38 16
Quality of craftsmanship 29 28 30 34 59
Warranties and guarantees 24 46 36 43 26
Message
elements that
make her
“take notice”
The price is easy to find 45 52 47 49 47
It provides proof or details on its quality 43 52 55 52 47
It provides comparisons to competition 26 35 36 37 24
It provides ratings/reviews from other sources 25 42 40 39 25
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Category Close‐Ups: Vacations & Entertainment
Vacation and entertainment choices (e.g., movies, shows, concerts) rely heavily
on word‐of‐mouth, particularly from friends and extended family. Price is the
primary decision factor for three‐fourths of those polled (as in other
categories.) Ratings and reviews from actual users/owners/visitors are
important decision factors for more than half (more than other categories.)
About one‐third also look to ratings and reviews from experts. For both
categories, messages conveying relevance to her interests and lifestyles
resonate strongly.
Additional skews by category include…
> Vacations: her vacation decisions are particularly research‐focused, both
online (e.g., hotel review sites) and offline (e.g., brochures); from a print
perspective, her travel choices are shaped more by magazines than by
newspapers. She particularly looks for evidence of service quality, and for
price/quality comparisons versus competitive alternatives.
> Entertainment: her entertainment choices are strongly shaped by television
advertising, and by messages that are memorable, fun and entertaining.
Average Vacations Entertainment
Top sources of
information
Your friends, extended family, colleagues 64 76 71
Your spouse/partner 55 64 61
Internet content and information 49 61 48
Brochures and catalogs 40 60 18
Television commercials 36 22 49
Information
elements
important to
decision making
Price 74 78 74
Ratings/reviews from actual users/owners 33 58 54
Quality of service 22 51 28
Ratings/reviews from experts 19 29 34
Direct comparisons to competitive choices 18 30 12
Message
elements that
make her
“take notice”
The price is easy to find 45 43 43
The message is relevant to my life 39 44 48
It is easy to remember 28 23 38
It is entertaining 25 28 62
It is funny 18 12 49
21
Category Close‐Ups: Consumer Packaged Goods
“Everyday” purchases include those in categories such as food, groceries, over‐
the‐counter drugs, household supplies, personal care and beauty. Her purchase
decisions in these categories are heavily influenced by television advertising,
and involve less Internet research. Price and quality are generally her
top considerations.
Additional skews by category include:
> Food and grocery: her decisions are heavily shaped by spousal/family
preferences, in‐store information and newspaper advertisements. Price and
quality are paramount considerations. She also looks for messaging that
provides pricing information, discounts, competitive comparisons and overall
relevance to her life.
> OTC drugs and household supplies: In many respects, her decisions in these
categories are made similarly to her food and grocery decisions. Price and
quality are her top considerations, and television advertising plays a key role.
In contrast to other categories, she is more likely to seek the advice of
her parents.
> Personal care and beauty: choices are particularly quality‐driven, arrived at
without input from her spouse, and are often shaped by magazine articles.
Average Food / Groceries
OTC Drugs
HH Supplies Personal Care/Beaut
Top sources of
information
Your friends, extended family, colleagues 64 56 68 65 68
Your spouse/partner 55 63 56 58 22
In‐store information and sales associates 53 61 59 55 56
Internet content and information 49 30 40 35 38
Television commercials 36 42 46 43 48
Magazine articles 27 19 28 21 41
Your parents 27 31 37 34 18
Your children 22 30 18 22 19
Newspaper advertisements 22 42 19 32 22
Information
elements
important to
decision
making
Price 74 83 72 79 77
Quality of materials 38 56 47 51 60
Ratings/reviews from experts 19 10 34 16 20
Direct comparisons to competitive choices 18 28 33 18 21
The brand's or company's heritage 16 22 31 14 20
Message
elements that
make her
“take notice”
The price is easy to find 45 53 33 46 38
The message is relevant to my life 39 46 40 38 37
It is easy to remember 28 41 27 29 24
It offers something free or highly discounted 26 36 14 28 22
22
Category Close‐Ups: Fashion, Watches & Jewelry
Decisions for fashion, watches and jewelry are heavily driven by in‐store
experiences, sales associates, printed materials (such as brochures), and
magazine advertising. Relative to other categories, Internet research is less
common (particularly for watch/jewelry purchases), as is the reliance on
ratings/reviews from consumers and experts. Considerations of style, design
and craftsmanship are particularly important.
> Fashion purchases: show several additional skews as well. Price and
discounts tend be more important, as are messages that are entertaining and
graphically appealing.
Average Fashion Watches/ Jewelry
Top sources of
information
Your friends, extended family, colleagues 64 62 69
Your spouse/partner 55 50 51
In‐store information and sales associates 53 70 61
Internet content and information 49 33 46
Brochures and catalogs 40 58 48
Your children 22 27 17
Newspaper advertisements 22 29 16
Magazine advertising 19 30 34
Information
elements
important to
decision
making
Price 74 79 69
Quality of materials 38 62 42
Ratings/reviews from actual users/owners 33 17 13
Quality of craftsmanship 29 46 54
Elements of design and style 20 45 51
Ratings/reviews from experts 19 3 5
Message
elements that
make her
“take notice”
The price is easy to find 45 56 37
It offers something free or highly discounted 26 34 20
It is entertaining 25 30 14
The graphics are appealing 20 33 22
23
We had set out to
understand today’s
“successful” woman,
and had learned that
virtually all American
women consider
themselves successful.
She was the agenda‐
setter who led with her
own unique style, and
she did not aspire to be
“the new man.”
Snapshot of Today’s
American Woman:
Key Data Points from
Waves 1‐3
> 91% agree, “I am the manager for
the quality of my family’s life”
> 89% rate themselves 6 or higher
on a 10‐point scale, with 10 being
“extremely successful” (59% rated
themselves 8 or higher)
> 81% feel they have become more
resourceful (and drawn closer as a
family) because of the economy
> 76% have become more confident
in their ability to handle
difficult situations because of
the economy
> 79% agree, “In the end, my
opinion determines family
financial decisions”
Appendix B: A Brief History of Women, Power & Money
In September 2008, Fleishman‐Hillard launched Women, Power and Money with the
goal of founding the definitive study of women in America. In retrospect, the timing
was prescient, seizing the final opportunity to understand women’s lives and
aspirations before the most dramatic economic upheaval since the Great Depression.
The study found that women had taken control of the American household – she was
effectively the household CEO, CFO, COO and CPO. In the workplace, women had
become increasingly commonplace in the corner office and on the board of directors,
and we found that for women throughout the socio‐economic hierarchy, the glass
ceiling is not so much being “shattered” as slowing and quietly (but not completely)
dissolving into irrelevance. We had set out to understand today’s “successful” woman,
and had learned that virtually all American women consider themselves successful. She
was the agenda‐setter who led with her own unique style, and she did not aspire to be
“the new man.” We summarized the results by announcing that society had become “a
new American matriarchy.”
Wave 2 of Women, Power and Money was conducted in November 2008, and focused
on how women’s lives changed in the wake of two remarkable events in the fall of
2008: the economic fear that gripped the world after the failure of Lehman Brothers in
mid‐September, and the election of Barack Obama. We found that the trend toward
female leadership – in the home, in the marketplace, in society more generally – had
intensified, not weakened. Her characteristic style of value‐oriented and prudent
approaches to spending, and to life, were the perfect fit with the late‐2008 cultural and
economic Zeitgeist. Even more telling – her ascendency in decision‐making was largely
welcomed (or at least not actively fought) by American men.
In January 2010, Wave 3 of Women, Power and Money found American women
showing grace under economic pressure, and even thriving personally despite
adversity. Although her concern about the economy still constrained her spending, the
raw fear of late‐2008 had subsided. More than eight‐in‐ten reported that the recession
had made her become more resourceful; a similar number reported that her family
was communicating better and drawing closer. Three‐fourths had become more
confident in her ability to handle difficult decisions. She became the head of the family,
and enjoyed it. Perhaps most remarkably, her rising confidence to meet the challenges
that lay ahead, and a reorientation away from materialistic goals toward family,
actually led to an increase in happiness, to 68% being extremely happy (up from 61% in
September 2008).
24
Game‐Changers: Wave 4 of Women, Power & Money
In 2011, original sponsor Fleishman‐Hillard partnered with Hearst Magazines for Wave
4 of Women, Power and Money. Wave 4 was designed to provide a broad‐scale update
on the American woman, with a focus on her evolving attitudes toward home, family,
economy and marketplace. In addition, the study provides a deep dive on her use of
media, and details how she gathers, absorbs, processes, and in many cases
rebroadcasts information to a range of social networks, both virtual and in‐person.
Data were collected via a 20‐minute online survey conducted September 8‐15, 2011
among 1,270 women in the U.S. aged 25‐69 with an annual household income of
$25,000 or more. For comparison purposes, 263 men were surveyed as well. Unless
otherwise noted, data in this report are from Wave 4.
25
NANCY BAUER
Deputy General Manager/Senior Partner
Senior Vice President/Creative Director
Fleishman‐Hillard/Atlanta
Nancy Bauer serves as the Deputy General Manager and leads the consumer
marketing team at the Atlanta office of Fleishman‐Hillard. She also serves as a
valuable resource to Atlanta and to Fleishman‐Hillard locations around the
world. She is the senior counselor to brands that are marketed to women such
as Viking Range Corporation, AARP, and Mikasa, to name a few. Nancy
spearheaded a proprietary research project, “Women, Power & Money – the
shift to the female driven economy” for Fleishman‐Hillard. She is a speaker and
client counselor offering insight to corporations, organizations, groups and
media on the topic of marketing to women.
MARLENE GREENFIELD
Vice President, Executive Director of Research
Hearst Magazine
Marlene Greenfield currently holds the position of Vice President, Executive
Director of Research at Hearst Magazines. She and her team are responsible
for all custom and syndicated advertising and marketing research for the
Hearst Magazine Division. This responsibility encompasses 19 brands, including
both the print and digital content platforms.
Prior to her return to Hearst in 2005, Marlene was the Corporate Research
Director at Gruner + Jahr USA Publishing from 2001 ‐ 2005, where she was
accountable for all editorial, advertising and consumer research.
However, Marlene spent most of her professional career at Hearst, where she
held various research positions during her first, 16 year tenure, starting back in
1984. She began her media research career on the vendor side in account
services at IMS.
An active member of the media research community, Marlene sits on the
Board of Directors of the Media Rating Council and is a member of the MPA
Research Committee.
26
Stephen Kraus, Ph.D.
Chief Research & Insights Officer
Ipsos Mendelsohn
Dr. Stephen Kraus is Chief Research and Insights Officer of Ipsos Mendelsohn,
and leads the design, analysis and interpretation of the Mendelsohn Affluent
Survey, a 35‐year tracking study of Affluent consumers. Steve has spent two
decades studying human behavior, and has authored three books on success
and affluence in America. His book The New Elite: Inside the Minds of the Truly
Wealthy was called “indispensable to marketers” by Publisher’s Weekly. His
next book – Selling to the New Elite – earned rave reviews for its insightful
exploration of passion as the fundamental principle underlying sales
excellence, wealth accumulation, and the world’s most elite luxury brands.
With Ipsos Mendelsohn President Bob Shullman, Steve writes monthly columns
on media, social trends and affluence for Ad Age and MediaPost. Steve
formerly directed the well‐known Yankelovich Monitor study of consumer
values, and his insights are regularly quoted in the media. A former professor,
Steve received his Ph.D. in social psychology from Harvard University, and
twice won Harvard's award for teaching excellence.