When you take a look around the C-suite at a creative agency, you’ll probably see a lot of men. This is a head-scratcher, because, globally, females drive about $20 trillion in consumer spending each year — and that could rise to as much as$28 trillion over the next five years. Even married women earn their own money; 30 percent of working wives earn more than their husbands, and ladies bring in half or more of the income in 55 percent of American households. When it comes to deciding what to buy, women drive over 80 percent of consumer decisions.
And who’s trying to influence those decisions? Men. Advertising agency leadership is overwhelmingly male, and women account for a mere three percent of all creative directors.
This gender mismatch holds true at the agencies’ clients, as well. Companies in traditionally male-dominated industries need to realize that their target audience has shifted mostly to women. That means talking to women about what they care about, not what the men in the C-suite care about.
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