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Marketing to Women in the Post-Recession World

Paramount Market Publishing,

15 min read
10 take-aways
Audio & text

What's inside?

The post-recession American female consumer is highly skeptical, fickle, resourceful and value-conscious.

Editorial Rating



  • Applicable


Marketers and market strategists Bonnie Ulman and Sal Kibler worked with LiveWire Research to conduct “qualitative and quantitative research” on 1,000 American women from a wide variety of financial, cultural and generational demographics. They turn the resulting data into a new and intriguing overview of US female consumers and their heartfelt, guiding concerns about fiscal health in a post-recession economy. Women today distrust pretty much every vendor. Companies must court them repeatedly and offer clear rewards for their patronage, no matter how short-term. Though this readable treatise is short, the authors provide a surprising amount of workable advice and explain startling, functional concepts that merchants will find well worth heeding. The more-clichéd ideas stand in stark contrast to the substantive insights the authors garner from their survey results and their professional experience in the field. getAbstract recommends this thoughtful analysis to brand managers, advertisers and marketers, and to the consultants who sell them strategy.


The Impact of the Recession

Before spending money, female shoppers now think negatively as a matter of reflex. The impact of the 2008 recession on the financial rhythms of their households changed their previous consumer axioms. As fiscal situations beyond their control suddenly steamrollered, American women lost faith in their ability to manage their budgets day-to-day. The typical US female shopper suddenly has to deal with drastically smaller wages. She no longer believes in the people closest to her or the institutions that are supposed to protect her. To experience brand loyalty once again, she requires commitment from any “companies, products, services, brands and even people she is willing to engage.”

A study involving interviews with 1,000 American women from a range of social, racial and economic demographics found that the recession’s “severity and duration” was a surprise to 70% of the respondents. They described themselves as too busy or too distracted to see what was happening in the economy. Asian women were more surprised than whites, blacks and Hispanics.

In 2006, the US was “flush.” Using readily available mortgages and other home-financing instruments...

About the Authors

Bonnie Ulman, co-author of Trillion-Dollar Moms, is president of The Haystack Group, a marketing firm. Sal Kibler founded and runs Whole Brain Solutions.

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