Even though men have more been adversely affected by the downturn in terms of jobs lost, women are more pessimistic about the economy. According to a survey conducted by Performics, part of Publicis Groupe’s VivaKi Nerve Center, and reported by Advertising Age, 53% of women said their situation is worse than it was a year ago, while only 38% of men said they were worse off. Furthermore, 73% of women said the recession has fundamentally changed the way they think about saving and spending money vs. 57% of men. And 55% of women expect to spend less in the next 60 days, compared to 37% of men.
Marti Barletta, the author of “Marketing to Women” says that she’s not surprised by the results because she believes that women are simply more pessimistic than men in general, “they just tend to be so.”
Broader marketing implications from the research may suggest that brand messaging needs to be modified during this period of retrenchment by female consumers. Marketers may need to place greater emphasis on the men’s market, because men are appreciably more optimistic about the economy and their financial situation, and therefore, are more likely to open their wallets first. http://adage.com/article?article_id=138695
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