Women Want More: How to Capture Your Share of the World's Largest, Fastest-Growing Market

Women Want More: How to Capture Your Share of the World's Largest, Fastest-Growing Market

by Michael J. Silverstein, John Butman, Kate Sayre
     
 

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In our current economic crisis, companies everywhere will begin reexamining their strategies for finding new ways to target customers. With women responsible for 64% of household spending and accounting for an astonishing $12 trillion per year, companies that ignore them do so at their peril.

WHAT WOMEN WANT is a timely book based on the findings of a

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Overview

In our current economic crisis, companies everywhere will begin reexamining their strategies for finding new ways to target customers. With women responsible for 64% of household spending and accounting for an astonishing $12 trillion per year, companies that ignore them do so at their peril.

WHAT WOMEN WANT is a timely book based on the findings of a groundbreaking study (The Boston Consulting Group's Global Inquiry into Women and Consumerism, which polled 12,000 women in 21 countries) that gets to the heart of women's deepest desires, frustrations, and goals. The authors describe how this "invisible market" has grown in size, influence, and buying power, and they reveal the countless opportunities for companies who understand that meeting women's needs is the key to repowering our crrent economy.

WHAT WOMEN WANT offers companies real strategies for growing their global markets by finding innovative ways to appeal to women's needs and concerns through the results of their well-timed study. Business people should take note of the book's many revelations. Among them:

Demands on time were cited as the number one challenge by 47 percent of our respondents.

48 percent said managing household finances was the top challenge.

The predominant sources of arguments between the respondent and her spouse or partner were:

- Money, 19 percent

- Chores, 15 percent

- Work schedule, 12 percent

- Children, 10 percent

- Sex, 10 percent

Some 68 percent of the respondents believe they are significantly or slightly higher than their ideal body weight

Only 25 percent of the women surveyed believe they are extremely or very attractive

44 percent say they rarely or never feel powerful

While the main audience is business readers, this book will appeal to a wide general audience, as well. Like Paco Underhill's WHY WE BUY, WHAT WOMEN WANT doesn't just offer a glimpse into consumer behavior, how to get their attention, and better serve their needs; it reveals what consumer behavior says about human psychology and desire.

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Editorial Reviews

Indra K. Nooyi
“Truly inspirational. A great book. We’ve only just begun to scratch the surface of this opportunity.”
Douglas Conant
“A must read for consumer-oriented companies of every size, shape and persuasion. Women Want More presents the most compelling consumer marketing proposition of our time with powerful insights anchored in thoughtful research.”
Les Wexner
“Women Want More is a call to recognition and response. How can you not focus on an emerging $5 trillion in real income growth for women?”
Leonard Lauder
“Women Want More is a fresh and insightful analysis of how women’s increasing roles and ever-growing buying power are impacting the marketplace.”
Michael Gould
“Women Want More tells the incredible story how companies can capture the emerging $5 trillion in real income growth for women, who feel undervalued in the marketplace; underestimated in the work place and underappreciated in the social arena.”
Irene B. Rosenfeld
“Women Want More makes the case for the role of women in moving markets. For consumer companies, it’s an essential resource.”
John Zogby
“In this essential book, Silverstein and Sayre capture the revolution taking place worldwide: women consumers who demand options, who require personal attention, and who will ultimately determine which companies make it to the next round. Authenticity rules and wise marketers will understand that. Highly recommended.”
Marketing Daily
“Few books offer as many insights as Women Want More….[I]t shines a bright light on the pressures and opportunities the world’s one billion working women face every day.”
Publishers Weekly

An exhaustive analysis of the 2008 Boston Consultive Group Global Inquiry into Women and Consumerism, which surveyed 12,000 women from all walks of life about their spending habits. In painstaking detail, and employing every available scrap of corporate history, the authors describe how to reach the group which controls the spending in most categories of consumer goods, but who are sometimes misunderstood by the companies that seek to serve them. Through many examples of the women interviewed for the survey, we see pictures of the modern woman globe-wide-struggling between roles of caregiver, wife, and mother, stressed out, saddled with men who don't help with the housework, pressed for time, over-concerned with expensive beauty products, frustrated with condescending financial advisors and determined to do good with their dollars. The scope of the survey itself is interesting, but the repetitive detail makes the book more useful as a doorstop than a business guide, and there's a disconcerting bemused tone to the analysis-as if the authors were observing exotic zoo animals rather than a powerful consumer group. Others have done it better-and far more succinctly. (Sept.)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Library Journal
These titles both focus on getting and keeping customers. Women Want More makes the case that women will control ever greater amounts of consumer spending, and should be wooed accordingly with services that both save their time and meet their unique needs. The book is based on a study of 12,000 women conducted by the Boston Consulting Group (for which the authors work), and the most helpful findings reveal how many women are currently dissatisfied with the financial, health care, banking, and technological services that they receive. Suttle and Vest's narrative is much more a business how-to on keeping all clients happy by keeping your business's promises, exceeding expectations, and personalizing services. Neither book is groundbreaking, although the former offers a few unique insights, but both are serviceably written and should be considered for those seeking to freshen up their customer service collections.

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Product Details

ISBN-13:
9780061776410
Publisher:
HarperCollins Publishers
Publication date:
09/08/2009
Edition description:
New Edition
Pages:
336
Sales rank:
1,517,229
Product dimensions:
6.30(w) x 9.10(h) x 1.30(d)

Meet the Author

Michael J. Silverstein is a senior partner and managing director at The Boston Consulting Group. He is the coauthor of the bestsellers Trading Up and Treasure Hunt. He is an authority on consumer buying behavior, retail and packaged goods innovation, and market development.

Kate Sayre is a partner and managing director in the New York office of The Boston Consulting Group. She is an expert on fashion retail and beauty.

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