1. Don’t think of women as a “niche” market.
Women are the primary consumers in the U.S. today, making over 85 percent of the consumer purchase decisions and influencing over 95 percent of total goods and services. Women’s consumer spending is fast approaching $5 trillion. In addition, women business owners spend $1.5 trillion on business purchases.

2. Don’t take a product and “dumb it down” or “paint it pink.”
Women do not respond to a marketing campaign that has simply been feminized with clichéd women’s colors and topics. Today’s women are not looking for a watered-down version of a male offering. Instead, they’re looking for solid information, ease of use, stellar customer service, and brands that are looking to build real relationships with them based on their interests, personal identities and problems that they need to solve.

3. Don’t segment women strictly by age.
Age is more a mindset than a demographic. Whether a woman is 28, 39, or 52, she’ll respond more to marketing messages that address her life stage, not her biological age. Unlike previous generations, today’s women are experiencing life in a less linear fashion and more cyclical; women are having babies in their 40s, starting new careers in their 50s, and re-entering the dating scene in their 60s. Marketers need to clearly understand the differentiation in marketing to the different life stages of mom, as well as the Gen X, Millennial and Boomer market segments, and tailor their messages and delivery accordingly.

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