Female Fever

Women. The Mega Niche. The under-served market of all markets. And so on. Just consider the fact that women, who comprise just over 50% of the US population, make over 80% of the consumer purchasing decisions (and in case you're wondering, consumer spending accounts for two-thirds of US GNP). Consulting firm A.T. Kearney estimates that women determine 80 percent of consumption, purchase 60 percent of all cars and own 40 percent of all stocks. No wonder some companies have female fever these days. Oh, and there are more numbers and insights galore on Trendsight, Rethink Pink, Marketing To Women Online and BlogHer. But hey, we were going to focus on examples, so here goes.