The Power of the Purse

1. The Power of the Purse How Smart Companies Are Adapting To The World’s Most Important Consumers--Women

2. Why women? • Close to $8 trillion in consumer and business spending in the U.S.--equal to Japan’s economy. • $13 trillion in personal wealth in 2010 and climbing to more than $20 trillion in 2020. • Control 90 percent of all consumer purchases; increasingly control purchases of cars, electronics, businesstravel. • The MAJORITY…not a minority.

3. Why women now? Why moms? • In 30.7 percent of marriages women are the primary breadwinners. • 60 percent of women work outside the home • 100 percent of women work inside the home

4. But just wait… • One out of three women go to college compared to one out of four men. • By 2012, there will be a million more women in college than men. • Women make up 49 percent of law school students; 50 percent of medical school students.

5. Women Change the World • Womenomics: inclusion of women--and mothers--into the workforce more important than the Internet, China and India • Unmarried America: How did we get here? The shift in the economic contract between women and men • Shifts in women’s social and economic status create revolutions

6. You thought you knew us…but • McDonald’s More than Moms • Procter & Gamble’s “neo-traditionalism” • DeBeers’ Something Old, Something New

7. McDonalds: More than Moms • Never force your company to be something it’s not • Women can be as wrong about women as men can be • Don’t jump into a change that comes from the heart…but one that comes from the numbers.

8. Women first, then Moms • Salads first, then Happy Meals • WiFi in, PlayPlaces out

9. From Drudgery to “Swiffering” • What does a clean home mean in a modern world? • Home as an important priority but not the only important priority • Fast…is good…but it better work • Strong enough for a woman, but even a man can use it.

10. Products that are better than the old ways: electrostatic sheets vs. the broom • Line of products that are easy to use every day: mop every day instead of once a week • Humor, tongue-in-cheek advertising

11. Something Old, Something New • Mixing instead of choosing • Delighting in both modern and traditional roles • Finding the right voice

12. Romance and passion still remain • Rings that are different enough • Advertising that allows for all of our success--motherhood, careers.

13. 10 Questions • Do you have stereotypes of mothers that haven’t changed in a year? • Do you still think of women as minorities; not the majority? • Do you think your product could never--ever appeal to mothers? Or fathers? • Are you afraid to be the first in your industry to target mothers? • Do you think a focus on mothers will turn off men? Or women without children?

14. Do you think one ad campaign or marketing message will work for all mothers? • When was the last time you talked to a real mom? • Do you think your brand needs a complete overhaul to appeal to women? • How aware are you of the social and economic trends affecting mothers? • Do you ever wish this whole question of “gender” would just go away?

15. The Power of the Purse How Smart Companies Are Adapting to the World’s Most Important Consumers--Mothers