Things to Know When Marketing to Women

marketing to women

Even with the changes our society has gone through, many business can still be caught marketing to women as if they were 1950s housewives. We understand it may be hard to break a habit, but for the sake of your business, you have to.

Gone are the implications that women are all stay-at-home moms, have pantries full of cookbooks and aprons, and sew in their spare time. Today, women are fully present in the work world, account for 85% of all consumer purchases, and are actually having fewer children than they once did.

Here are some more helpful stats that may change the way you market to women:

Working Mothers

  • 70% of women with children age 18 and under participate in the U.S. labor force. (Bureau of Labor Statistics)
  • 40% of all U.S. households with children under 18 include mothers who are either the sole or primary source of income for the family. (Pew Research)
  • 35% of mothers on the Internet use a mobile device as part of their shopping process. (Alliance Data)
  • More than 25 million mothers also hold paying jobs. (book, “Trillion Dollar Moms”)

Spending Habits

  • 52% of all new vehicles are purchased by women (Road and Travel)
  • 92% of women who shop online pass along sales or deals they find to others. (Mindshare/Ogilvy & Mather)
  • 22% of women shop online at least once a day. (Mindshare/Ogilvy & Mather)
  • In 43% of all couples, women make more purchase decisions than their significant other. (Entrepreneur)


  • Women account for 45% of the NFL’s 185 million fans. (Businessweek)
  • 47% of all video game players are women. (ESA)
  • Over one-quarter of alcohol-drinking women list beer as their favorite drink. (Craft Brewing Business)
  • The percentage of women who own guns has more than doubled since 2005. (Gallup poll)


  • There are more than 50 female CEOs among Fortune 500 and Fortune 1000 companies. (Catalyst)
  • Over the past 15 years, women-owned businesses have seen a 58% increase in revenue. (Mashable)
  • In 2013, women accounted for 31% of lawyers, 34% of physicians and surgeons, and nearly 52% of all management, professional, and related occupations. (Catalyst)
  • Women own one in five businesses that earn $1 million or more. (Catalyst)


  • 71% of women consider themselves “independent.” (Penn Mutual)
  • 76% of women are present on popular social media networks. (Pew Research)
  • 60 percent of master’s degrees, nearly 50% of all law and medical degrees, and 42% of MBAs are held by women.
  • Nearly 50% of women want more green choices, and 37% are more likely to pay attention to brands that are environmentally conscious. (The Next Web)


  • In many U.S. metropolitan cities, childless, single women ages 22-30 year-old earn an average wage that’s higher than men in the same category. (Wall Street Journal)
  • Nearly 25% of husbands have wives who earn more than they do. (Pew Research)
  • Of the 1,645 people worth $1 billion or more, a record 172 are women. (Forbes)
  • Women control more than 60% of all personal wealth in the U.S. (The Next Web)

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