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

How To Be Culturally Relevant To The Women’s Consumer Market

April 26, 2022

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…

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outdated stereotypes of female consumers

Five Tips For Serving The World’s Most Powerful Consumer Market

February 17, 2022

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…

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Jen Auerbach-Rodriquez of Merrill Lynch

Marketing And The Growing Power of Women’s Wealth: A Conversation With Merrill Lynch

October 27, 2021

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.…

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How Lexus Adapts Its High Touch Customer Experience For Online Buyers

July 13, 2021

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…

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On The Road Again: Winning The Customer Experience With Women Travelers

April 14, 2021

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…

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Consumer Trends, Post Pandemic: In Conversation With Dave Kimbell, Incoming Ulta Beauty CEO

March 15, 2021

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…

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How Women’s Leadership Helps Burton Snowboards Keep Its Edge

February 23, 2021

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…

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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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