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  • Traditionally 'macho' industries are reaching out to women, but how?
  • Traditionally 'macho' industries are reaching out to women, but how?
    Grant Robertson, Creative Commons (2009) ©
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Banks, beers & BMW: unlocking the female opportunity

Companies in traditionally 'masculine' categories still struggle to realise the 'female opportunity'. Jane Cunningham explains how they can broaden their appeal to both women and men.

Location Global

Scope
In the 21st century, women are nearly as wealthy as men – and certainly hold as much, if not more, influence over purchasing decisions than men. Yet companies in traditionally 'masculine' categories like financial services, telecoms, technology, gaming, automotive, and alcohol still struggle to realise the 'female opportunity'. As a result, brands that break that deadlock between those categories and the way women feel about it are likely to succeed.

There's a growth in female spending power that's being seen around the world. In the UK, 60% of the wealth is going to be owned by women by ...

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