The influence of female consumers in the marketplace is undeniable, and understanding how to tap into this demographic can be a game-changer for your business. In today’s episode of CBT Now, Katie Mares, keynote speaker and author of CustomHer Experience, discusses how businesses can attract and retain female consumers and employees. From creating an immersive shopping experience to fostering a workplace culture that appeals to women, Mares shares practical strategies that can transform the way companies connect with the world’s most powerful consumer group.
Key Takeaways
1. Mares notes that by 2028, women will control 75% of all discretionary spending, making them the world’s most influential consumers. Therefore, businesses need to stop viewing women as a niche market and start recognizing their economic power.
2. Women value experiences that engage their senses—lighting, atmosphere, and even the quality of the soap in restrooms matter. If businesses prioritize creating a pleasant and emotionally engaging environment, they are more likely to win over female consumers.
3. Mares also mentions that a woman’s limbic brain, which is responsible for emotions and memory, is nearly double the size of a man’s. This makes her more likely to remember both positive and negative experiences, making emotional connections a critical part of earning her loyalty.
4. Moreover, Mares suggests to businesses that in order to attract female consumers, they need to first create a workplace that appeals to women. Female employees bring unique perspectives and can help shape marketing and sales strategies that resonate with female customers.
5. Women are often more qualified than they realize but hold back from pursuing leadership roles until they feel 100% ready. Encouraging women to step into their confidence can lead to increased innovation and diversity in leadership.
“If you build the experience for a man, you lose her. If you build an experience for her, you keep him. She wants a hedonic experience, an experience of the senses.” – Katie Mares
