Forbes

Culture plays an enormous role in consumer behavior, but it can be hard to “see” culture when we’re living in the midst of it. Women’s educational achievements and workforce participation are reshaping the culture – and by extension, your business – in big ways and small ways. Read about the three ways to avoid stereotypes…

The list of things that have not changed during the pandemic is very short and includes this: Winning the business of women is a critical task for consumer-focused companies. Here are five tips to keep in mind when serving women as customers and decision-makers: Winning the business of women is not about excluding men; it’s…

The face of wealth is increasingly female. How is this changing the way traditional wealth-management firms attract and retain clients? Broadly speaking, the financial industry is historically, almost infamously masculine, an aspect of the business that Hollywood loves to depict on screen. In real life, change is on the horizon. Women now control $72 trillion…

I’ll never forget interviewing a woman about her favorite brands when I researched my first book. She had just bought her third consecutive Lexus, and when I asked her why she liked it so much, she laughed out loud and said, “Do you have half an hour?” I settled in for a good story, and within two minutes…

Are you dreaming of traveling this summer, after a year of pandemic living? Me too. But like most things these days, it’s complicated. As the traditional summer-travel season looms before us, health and safety factors have become a critical part of trip planning, including road trips. Throughout the pandemic, businesses along North America’s highways and…

When I walk past my closet and look at my “formal” work clothes, hanging unworn and untouched after a year of COVID-19, it’s like looking at a museum. Now that vaccine distribution is underway, how has the pandemic changed the way consumers think about presenting themselves to the world, after a year of masks, sweatpants,…

It’s winter in the Northern Hemisphere, and that means it’s prime time for snow sports. Recently, I caught up with Elysa Walk, senior vice president of international and Americas for Burton, the world’s leading snowboarding company. We talked about everything from that infamous Bernie Sanders meme (yes, he was wearing a Burton jacket with those mittens) to brand building, growing…

Phew, we made it to 2021. Now what? It can feel daunting to embark on strategic planning for life after COVID-19 while we are still in the midst of the pandemic. This is especially true when it comes to serving the consumer market, where women dominate. You already know that women’s lives have been disproportionately impacted…

Our world is changing by the minute (or so it seems), but amidst all the disruption, one thing remains constant: women’s domination of consumer spending. That fact alone provides a valuable compass for innovating your customer experience during Covid-19, as well as reimagining what it could look like post pandemic. Research shows that women are disproportionately impacted…

I’ve yet to meet anyone who has ever taken a class on how to conduct brand communications during a pandemic. Maybe this topic will become a fixture in future college courses, but for now, conventional wisdom is out the window and most marketers are navigating without a rule book. I would argue that one of…