Women and men are different. That’s obvious. But it’s the minutiae that counts.   This third article in a series on the Power of the Female Economy, explains how women are as different psychologically as they are biologically, from men… which directly affects their how and why of shopping.     As Faith Popcorn famously put it, “they’re as different shop-ologically as they are biologically.” With that simple statement in 2000, the world awoke to a savvy marketers’ golden...

It never fails to surprise me. Women make up just over half the world’s population and control well over half the spending, yet few businesses acknowledge them as the unequivocally dominant consumer force (and market) on the planet. This second article in a series on the Power of the Female Economy, explains how women are the largest spending, yet still unrecognised drivers, of our consumer economy.   Exactly how big is it? In aggregate, women represent a growth market bigger than China...

The exact point at which people started buying and using stuff that they fancied, but didn’t need to survive, is vague.However, the consumerist life we’re now living is only the latest chapter of quite a long story. The first article in this series on the Power of the Female Economy, explains how if you dig deep enough, it seems we have a 500+ year history of wanting things that we simply don't need.   Of course, we’ve always had things – using them not just for survival, but also ritual,...