Female Factor

There are two sexes in the race, and one of them does all the shopping. Women. When it comes to purchasing power, they are the moder lode.

That's what the Chicago-based Female Factor Corporation claims. And founder/CEO Bridget Brennan (pictured above) goes on further to say:

Women buy 83% of all products in the United States. Yet many marketing strategies are based on age and demographic lines instead of the most obvious line of all – gender.

Men and women have been a mystery to one another since the beginning of time. And in marketing and sales, the situation is no different. Women have a distinct set of motivations and priorities that drive their purchasing decisions. Assuming otherwise limits the ability to compete in a marketplace that is absolutely dominated by female consumers.