Archives par mot-clef : consommation

Women of tomorrow


Women are definitely the only social ensemble in the world to represent a majority of people but to act like a minority. From their ways of seeing the future to the efficient communication means to reach them, every reasoning is a macrosocietal, everything is community…

To bring this “Women of tomorrow” survey to a successful conclusion, Nielsen has asked questions to more than 6500 women, living in 20 countries, 10 emerging countries and 10 developed countries, using the internet, telephone or door-to-door to approach them. All of this to try to get a better understanding of the way women see themselves in the future, of how a message reach them, and to try to reveal some sociodemographic differences.

Interview with Monique Grande, specialist in female personal development


Monique Grande is a writer and specialist coach for women who want to fulfill their potential and become the main players in their own lives again. For Womenology, she accepted to talk to us about her vision of women.

1. In your eyes, what are the main differences between male and female consumers? (In terms of the items they look for, their favourite brands, the way in which they make a decision, their behaviour once in the shop…)

The differences are first and foremost educational and cultural and the major lobbies exploit these issues of gender to the maximum. Messages that are aimed at male and female consumers therefore are considered carefully depending on the gender: in France we talk about the housewife’s shopping basket, never the househusband’s!
It seems that men prefer to acquire a precious object that’s able to seduce a woman, a car to add to his gadgets or a cutting-edge piece of technology for a super-fast connection.
Women, on the other hand, venture into the realm of compulsive shopping or they indulge in items to give to someone else.

2. What are women looking for through consumption?

Satisfaction through pleasure… Of course, they still are!
I would say that women who remain under the influence of an upbringing that consists of pleasing others and expecting to benefit from their charm, look for items that allow them to reveal their finery.
There are also compulsive enthusiasts who make up for things that might be missing from their life and they consume gluttonously without any hesitation!
For those who don’t feel the urge to please other people because they’ve learnt to like themselves for who they are, I think that they buy products that are far from being artificial or unnecessary. A lot of them are concerned with buying organic, buying healthy, buying for fun but their purchases are carefully thought out, and they also buy things for themselves. Now that’s a real challenge for a woman: buying for someone else without forgetting to buy for herself!

3. Do you think that the image of women in advertising has evolved over the last 15 years?

What has changed is that women are lankier, more masculine, even, as if it to mark themselves apart from passive femininity; women’s bodies are also more exposed. But producing sensuality in order to be liked or masculinity in order to gain revenge, that’s compensating behaviour. Such dual compensation makes the role of women swing from the super sexy girl to the high-flying superwoman.
Society brings about a sort of diversion from what women really want deep down. This diversion generates dissatisfaction and a sense of guilt amongst a lot of women.
We might have hoped that after the feminist years, women would have the possibility to be closer to their real nature. But no, more and more, the image driven by advertising encourages the object-woman who’s a visual turn-on and the active woman whose inner life and sensitivity are silenced. Women in magazines are sexier, fashion makes them look their best, they can get as many facelifts as they like and h hide the years… It’s slim consolation in contrast to the lack of self-esteem that a major part of the planet’s female population suffers from!

4. What should companies change to make their products more attractive to women?

Companies could:

® Give more thought to the real lives of women: sell more ethically because these are the woman who are raising and feeding the future generations
® Women want to talk and meet people, they like to talk about life, to invest in relationships: think about the heart of women and sell more sensitivity to them, more links

5. Do you think that society has a tendency to be predominantly feminine?

If that was the case, the world would be a more human place! But that’s not the case! Being predominantly feminine means thinking about BEING rather than HAVING! And developing our sensitivity, our humanism, our charisma. It’s about seizing opportunities that offer changes here and now in order to establish fairer relationships between men and women, and more generally, between human beings.

Women eat differently during pregnancy


Pregnancy is a very special moment in a woman’s life. While we’re familiar with the physiological and psychological consequences, there’s a shortage of studies in the field of marketing. Yet the period of pregnancy alters women’s consumption habits significantly: here’s an analysis of the very specific consumer profile that is the pregnant woman.

The first profound change during pregnancy concerns products that are deemed dangerous for babies, where we see consumption levels drop. Alcohol is a particularly representative example, as a report from the Ecole de Santé Publique (French School of Public Health) showed. According to a study led by the Health Council of the Netherlands in 2005, 80% of women of reproductive age drink alcohol regularly but two-thirds of them stop drinking alcohol altogether from the 3rd month of pregnancy onwards. This behaviour isn’t observed everywhere to the same degree (in the United States, for example, half of pregnant women admit to having drunk alcohol at least once during the last month of pregnancy), but an unequivocal conclusion emerges nevertheless: women make an effort to reduce their consumption of harmful products during their pregnancy.

Marine Baudin-Sarlet

A recent study by the French institute of fashion describes the behaviour of Europeans towards clothes shopping.


Following a study of 1500 European women in 2011, the French Institute of Fashion explains why women are essential to the growth in the apparel sector, what drives them to buy and the different approaches to style in each country.

Fashion – an essential preoccupation for Europeans

In Europe, women account for 50% of the average amount spent on clothing (a sector whose annual turnover is estimated at 15 billion Euros in France). The trend over the last decade is an increase in the number of clothing purchases, thanks to a drop in prices (-13% between 2000 and 2010). This is reflected in the favourite European brands: even If Prada and Longchamp are the favourite brand when it comes to bags, people prefer to do their shopping at Zara and H & M.

The automobile industry: how can carmakers attract women customers?


Aufeminin.com, in partnership with Auto Plus, produced a study about European women’s likes and dislikes in terms of cars. The results: plenty of differences between the different countries studied.

On the Mediterranean side, more Italian and Spanish women prefer buying new cars while in Germany and France, women prefer used cars. Women in all countries were highly involved in purchasing decisions, with only a small minority of women answering that their opinions were not taken into account.

The internet is by far the most used source of information, though word of mouth is also decently high, being taken into account in 40% of decisions . In terms of purchasing criteria, German women were more likely to take into account price as a main factor, while in other countries design was seen as more important. To read more about the results of the study, head over to the blog.

Don’t Think Pink, a new book about what really makes women buy


The main conclusion from authors Lisa Johnson and Andrea Learned is that women are looking for clear information about products, rather than immediately falling within the cliché of liking pink and flowers indiscriminately.

Take the example of luggage—the common preconception is that women love flowery, patterned, and pink luggage which is flashy. In reality, women go for exactly the same things as men: quality of construction, strong fabric that won’t tear, zippered pockets and a comfortable handle. Clearly, practicality attracts, while flash factor is relegated to the side if a product isn’t first and foremost of good quality.

A product that combines many best practices of marketing to women is Gillette’s Venus razor. Its ads focus on the practical reasons why women should prefer the razor, while maintaining transparency by talking to women as individuals, and not as a collective whole. Being in touch with the feminine sensibility is key, which should be done through studying women, rather than relying on popular stereotypes.

Vibrant Nation publishes a book dedicated to marketing for the baby-boomer generation of women


A new downloadable e-book from VibrantNation considers the shopping habits of women over fifty, a sizeable segment of the women’s market which sometimes goes overlooked. These women are being targeted due to their high education level, earnings, and financial autonomy.

Not just avid spenders themselves, they are often thought leaders within families, making spending decisions for other members or guiding tastes. This demographic also doesn’t like feeling that brands aren’t listening to them, or trying to push the same things as they would to twenty year-olds; women over 50 have different motivations when shopping, which is also important to take into account.

To read more, visit the blog or the Vibrant Nation website.