Women are earning, spending, and influencing spending at a greater rate than ever before. In fact, women account for $7 trillion in consumer and business spending in the United States, and over the next decade, they will control two thirds of consumer wealth.
Women make or influence 85% of all purchasing decisions, and purchase over 50% of traditional "male" products, including automobiles, home improvement products and consumer electronics.
BUT 91% of women say that advertisers don’t understand them.
Recognizing the power and influence of women needs to be a top priority for marketers if they are going to tap into the market’s full potential.
"Women’s rights advocates argue that sex discrimination is a pervasive problem that could be resolved by the ERA. Even though the Equal Protection Clause in the 14th Amendment prohibits states from denying any person equal protection under the law, women’s rights are not explicitly guaranteed."