Women carry 76 million credit cards - 18 million more than men.
(Marketing to Women by Martha Barletta)

"Multi-Minding" Women and the Marketing Challenge

Today´s women have more purse power than ever before. Women ages 25-54, a powerful group of 53 million women, control the bulk of $3.3 trillion in consumer spending, according to Ketchum. So, why do marketers have difficulty reaching them?

A survey by Ketchum, a leading global public relations firm, found 58 percent of women ages 25-54 have "much more" on their minds now than five years ago. Today´s women often perform a mental juggling act, trying to balance the responsibilities of work, family and self-care at any given moment. Consequently, these women have transitioned from "multi-tasking" to "multi-minding."

What is "multi-minding"? It is the perpetual state of mind for today´s typical 25- to 54-year-old woman, who constantly manages the multiple dimensions of her life, whether she´s busy at work or sitting in front of the TV. Sixty-two percent of women 25-54 have little time for commercial messages - news that should set off alarm bells for marketers.

Ketchum Global Research Network´s survey illustrates how women, especially those 25-54, differ from their male counterparts. Key findings include:

Women 25-54 are 31 percent more likely than men to say they juggle a lot of tasks and 22 percent more likely to say they juggle a lot of thoughts.

Three-quarters of women 25-54 agree there are many things competing for their attention at the same time, which is 23 percent higher than men 25-54.

Sixty-one percent of women 25-54 "constantly feel pulled in different directions."

Experts, friends and family, and media reports-in that order-are the most credible sources of information for women 25-54.

Seventy-four percent of women 25-54 spend more time thinking about others' needs than their own.

Kelley Skoloda, director of Ketchum´s Global Brand Marketing Practice, says the survey findings hold important implications for marketers:

Though women 25-54 respect the media as a credible source, they don´t have a lot of time to absorb the information. Offering shorter, digestible chunks of information for women likely will cut through the clutter.

Since this demographic group trusts experts the most for information, tapping into experts will lend credibility to media reports, campaigns and messages.

Women ages 25-54 may not realize they´re multi-minding. While many solutions exist for saving time, prioritizing tasks and becoming more efficient, women have less information on how to deal with all of the thoughts and concerns that they juggle.

Because these women spend a significant amount of time thinking of others, marketers likely can tap into women 25-54 by showing them how their products and services can help them take even better care of others, and themselves.

Ketchum´s four-phase communications program Women 25to54 identifies, creates, disseminates and reinforces credible messaging for today´s multi-minding women.

TOP WOMEN´S ASSOCIATIONS
Connect with some of the top organizations for business women. >>