Historically, Women’s month is celebrated in South Africa in appreciation of the strength and determination of the women who fought tirelessly against the tyranny of discrimination. There may still be a lot that needs to be done to overcome all types of discrimination – include that against women – however, women are on the rise. 

The world’s most commanding consumers are women, and their power on the economy is growing every year. “The global incomes of women are predicted to reach a staggering $18 trillion by 2018, according to global professional services firm EY.” 

The “secret” to the purchasing decisions made by women really boil down to common sense and non-discrimination. Ensure that your marketing and sales teams bear the following in mind:

Either directly with their growing buying power, or indirectly with their influence, 70-80% of all consumer purchasing is driven by women. Even if a woman does not earn a salary, she is likely to make the decisions regarding the expenditures of her household.

From high-powered execs to stay-at-home mums, women are still primary caregivers for children and the elderly in practically every society in the world. As such, they buy on behalf of the others – giving them a multiplier effect.

More powerful than age, income, geography, or ethnicity, gender is the most significant filter of how we view the world. Each of us has grown up within the framework of our gender. Study female culture as you would a new, perhaps foreign, market. (In other words, do not just sell a product in pink packaging.)

It may seem to be a minor detail, but research shows that companies with gender-balanced teams have a higher ROI.

Remember, women around the world birthed the human race. Biologically they are united by brain structures and hormone levels. Women are normally communicators, relationship-builders, and caregivers. Thus, they have high expectations when it comes to customer service. Is your business up for this? 


Contact me for business coaching and consulting on 083 256 0378