Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Editor's Note

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Editor's Note

Article excerpt

As I researched the lead story this month, it occurred to me that I've never really been single. After college, I moved into an apartment with a classmate. Within two years, I had a serious boyfriend. And a year after that, I was married. That was 15 years ago.

So why am I so pleased by the trend that shows marketers paying attention to single women? In theory, that has nothing to do with me.

But a trend in marketing to single women sends a positive vibe far beyond its own niche.

* It marks an evolution in the marketing industry. Much of the advertising aimed at adult women comes through the prism of their roles as wives, mothers and daughters.

* It sets a broader cultural precedent. Whether we admit it or not, we are influenced by what we see on television. So when ads tell us that there are legions of happy successful single women out there, buying cars and homes and jewelry and living their lives in full appreciation of their singleness, I'm delighted. …

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