Three Essential Stats for Marketing to Women

Quick, when was the last time you visited the website for the U.S. Census Bureau? How about the U.S. Bureau of Labor Statistics site? Bonus points if you’ve stamped your passport (euphemistically speaking) over at the United Nations website recently.

These and other government, civic and not-for-profit organizations provide an important and often overlooked source of demographic information for marketers. The stats they provide can serve as a meaningful anchor in a sea of fast-moving marketing trends. Here are three statistics, and the sources behind them, that are important for marketers to pay attention to right now:

Stat #1: 70% of women with children age 18 and under participate in the U.S. labor force. (Source: Bureau of Labor Statistics)

What this means to you: Every time a woman takes a job outside the home, her spending patterns are altered. Not only does she increase her household income, she wears different clothes, eats different foods, travels a different direction on the roadways, involves different people in caring for her children and has a different relationship with money. How does this change the way you capture women’s attention? How does this impact the way you innovate?

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