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

For Women, It's All about Values. (Editor's Letter)

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

For Women, It's All about Values. (Editor's Letter)

Article excerpt

Dear Subscriber,

This year, the usual holiday marketing bustle is complicated by the fact that women (and marketers and. the rest of the country) are still trying to figure out how to live their lives in a changed society. Or is it a changed society?

New York City Mayor Rudolph Giuliani's prescription for coping with the immediate aftereffects of the Sept. 11 attacks was to carry on as usual, to take solace in the activities of daily life. President Bush wants women to do so, not just for reassurance, but because it will aid our struggling economy. But a bare three months after the attacks that many Americans feel have changed their lives forever, how does it really feel to carry on "as usual"?

At the very least, women have mixed feelings about carrying on with the business of being the country's most active consumers. While the majority of men feel that advertising messages that were appropriate before the 11th are just as appropriate now, women are not so sure (see page 12).

About a third of women believe advertising as usual is appropriate, another third want to see messages of peace, and a little less than a third would prefer patriotic messages. Women are even more strongly interested in companies' charitable efforts than they were before Sept. 11, according to a separate study (see page 1).

Women are also significantly more likely than men to believe the terrorist attacks will affect their lives in a lasting way (see page 10). When asked about how recent events will affect them, women expect to refocus their priorities, to spend more time with loved ones, and to focus more on their spiritual lives, while men place more emphasis on security and caution. …

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