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Q&A: The Question of Female Consumerism

interviewmarketingconsumer behavior

This interview features Delia Passi, former publisher of Working Mother and Working Woman magazines, discussing female consumer behavior and her WomenCertified initiative.

Women’s Economic Power

Passi notes that “women are responsible for 80% or more of all consumer spending,” emphasizing their significant economic influence. This purchasing power extends across virtually every product category, from groceries to automobiles to financial services.

Shopping Behavior Differences

Research reveals distinct patterns between male and female consumer behavior:

What Women Buy

Women tend to purchase consumables for family needs—groceries, household supplies, clothing, and daily necessities. However, their purchasing power extends far beyond traditional categories. Notably, women buy more new vehicles than men, challenging outdated assumptions about gender and major purchases.

How Women Shop

Women approach purchasing decisions differently than men:

Digital Communication Preferences

Women heavily utilize social media and email for product research and recommendations, with younger women preferring social platforms over email. This digital engagement includes:

Implications for Marketing

The interconnected nature of women’s digital networks means:

Marketing Recommendations

Passi advises against simplistic slogans, stating: “Companies should not rely on simple slogans to project their brand message.” Instead, businesses should provide detailed product information and comparisons.

What Works

What Doesn’t Work

Retail Adaptation

While women appreciate online shopping convenience, they still value the experience of in-person shopping as stress relief—a motivation men don’t typically share.

The In-Store Experience

For many women, shopping serves purposes beyond acquisition:

The Online Advantage

Digital shopping offers different benefits:

Successful retailers recognize both modes serve different needs and create seamless omnichannel experiences.

Customer Expectations

Women are described as “tougher customers” who conduct extensive research and expect respectful treatment rather than aggressive sales tactics.

What Women Expect

  1. Respect: Being taken seriously and treated as informed decision-makers
  2. Information: Access to detailed, accurate product information
  3. Service: Helpful assistance without pressure
  4. Value: Fair pricing and quality products
  5. Authenticity: Honest representation and transparent business practices

Common Frustrations

WomenCertified Services

The organization helps businesses create women-friendly experiences through:

Certification Process

Companies undergo evaluation on:

Benefits for Businesses

Benefits for Consumers

Industry-Specific Insights

Automotive

Women’s car-buying process typically involves:

Financial Services

Women approach financial decisions by:

Technology

Women purchasing technology want:

The Business Case

Serving women effectively isn’t just ethical—it’s profitable. With women controlling the majority of consumer spending, businesses that:

Will capture greater market share and build loyal customer bases.

Looking Forward

As women’s economic power continues growing, businesses must evolve beyond:

Toward:

Companies that recognize women as the sophisticated, powerful consumers they are—and adapt accordingly—will thrive in increasingly competitive markets.