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Automotive marketers have known for some time that women exert a powerful influence over what cars will be purchased for family as well as personal use. But a new study reveals that today’s female consumers have greatly expanded their role to the point where 54 percent of them now feel a responsibility to help friends and family members make smart buying decisions.
The research study, published by Fleishman-Hillard International Communications and Hearst Magazines, was conducted by Ipsos Mendelsohn as part of the fourth wave of Women, Power & Money.
“During the past few years, we have watched the evolution of women and their sphere of influence,” said Nancy Bauer, Fleishman-Hillard senior vice president and senior partner. “Simply put, when it comes to the dynamics of today’s marketplace, women have changed the marketing communications game. The 2012 female consumer is a valuable broadcaster and amplifier of ideas in the marketplace.”
Family role now more about leading the team
The research found that the American female consumer today has a much more expanded role. It’s less about taking everything upon her own shoulders and more about “leading the team.” Economic adversity is at the core of her concerns, thus leading to her taking even greater control, honing in on what she considers to be priorities, and delegating with more authority.
Women and car buying
One of the major categories of the survey, Automotive, resulted in some rather illuminating findings.
The full white paper on Game Changers: Women Defining the New American Marketplace is available here.