Key publication:
 Women Want More: How to Capture Your Share of the World's Largest, Fastest-Growing Market
In Women Want More, Michael Silverstein and Kate Sayre, two of the world’s leading authorities on retail business, argue that women are the key to fixing the economy.
The book comes as a direct result of a groundbreaking study into women’s needs, concerns and consumer behaviour. Specifically, it is based on an ongoing online survey of over 12,000 women from 22 countries.
As such, Women Want More offers tremendous insight into the purchasing habits and power of women.
Women Want More doesn’t just offer a glimpse into consumer behaviour. It reveals what consumer behaviour says about human psychology and desire.
Whilst many women – particularly in the West – have made extraordinary gains in the post-war decades, the book reveals that these gains have come at a heavy price.
The relentless upward climb has left women feeling stressed out, time starved and overburdened. As a result, they look to products and services that will help them claw back time, juggle multiple roles and capture a few moments of enjoyment.
The book argues that across the board, women will spend trillions of dollars over the next decade on the brands that truly deliver:
- Home-cleaning products that enable women to do in an hour what used to take a day
- Financial-services products that recognise the enormous wealth that women hold (the book notes that women control half the wealth in the US)
- Food products that help keep the whole family happy and healthy
- Health-care services designed for working-women’s hectic schedules
The authors, both partners at the Boston Consulting Group, argue that in the coming years, women's influence will be so enormous that it will not only help bring us out of the economic downturn but also create one of the most dramatic market opportunities of our lifetime – bigger than the rise of China and India, more sustainable than any bailout package.
For marketers, the book uses quantitative data, profiles of individual women and stories of winning companies to provide business leaders with the understanding and practices they need to capture their share of the rising ‘female economy’.
Whilst the book is clearly aimed at the broadest possible range of marketing professionals around the world, the results of this major survey make for fascinating reading by the study’s demographic – women.
Learn more about Women Want More here
You can complete the ongoing online survey linked to the book's findings here
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