Bridget Brennan on

Bridget has been a contributing writer for Forbes on the subject of marketing to women since 2012. Read her latest columns below or see her work on

The Women’s Consumer Market: How To Plan For The Unknown In 2021

January 15, 2021

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…

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Deepen insights with women consumers to stay relevant GETTY

Radical Empathy And Other Ways To Rethink Your Customer Experience

October 13, 2020

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…

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Marketing Your Consumer Brand During COVID-19

May 1, 2020

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…

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5 Ways To Connect With Customers Right Now

March 31, 2020

With so many things out of our control due to the coronavirus crisis, it can be useful to focus on what’s still within our control, like how we communicate with customers. Here are five tips to help maintain your connection with customers during this anxiety-inducing time: Acknowledge what’s happening in…

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How Women’s Economic Power Is Reshaping The Consumer Market

February 10, 2020

There are two parallel forces reshaping the consumer market: technology and women’s rising economic power. No doubt you’re paying close attention to technology (and rightly so), but how much time are you spending on the latter? My guess is not enough. Two of the biggest revolutions of the 20th century—women’s…

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Marketing To Women: What You Need To Know About Customer Experiences

June 28, 2019

Great “IRL” (in real life) customer experiences are still the exception and not the rule, despite the fact that businesses have never had more ways to communicate with customers. Just as we continually upgrade our software to stay current, we must upgrade our customer experiences to stay relevant Elevating the…

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Winning In Retail: Industry Insights From Shoptalk

March 24, 2019

Las Vegas – the other city that never sleeps – was the perfect setting for the annual Shoptalk retail conference. More than 8,400 attendees descended on The Venetian last week for an action-packed four days discussing the future of the industry. Across multiple sessions and hundreds of speakers, the message…

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Engaging Women Consumers: 2019 Retail Trends & Insights from the NRF Big Show

January 21, 2019

I’m still buzzing from the National Retail Federation’s Annual Big Show. Energizing, exhilarating and exhausting (in a good way), it’s the world’s largest retail conference, with nearly 40,000 attendees and 700 exhibitors filling the Javitz Center in New York. It’s a great place to get inspired and take the pulse…

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A Day Inside The 3% Conference: Bringing A Diversity Message To Adland

November 13, 2018

Sitting in the crowd at the seventh annual 3% Conference, I couldn’t help but think that if this conference had existed when I was 22 years old, it might have changed my life – or at least, my career. Back then, I was a fresh college graduate who aspired to…

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Goodyear Rolls Out A New Retail Concept Geared To Women And Millennials

October 25, 2018

When you run a legacy business like 120-year-old Goodyear Tire & Rubber Company, you can either wait to be disrupted, or you can disrupt yourself. Goodyear has chosen the latter. This week, the company introduced Roll by Goodyear, a pilot retail concept for tire sales and installation that is almost…

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