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Bridget Brennan on Forbes.com

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 Forbes.com

When it Comes to Marketing, Women are the Original Social Network

August 1, 2017

Women participate more on major social networks – including Facebook – than men do, according to a Pew Research study of U.S. online users. Given the fact that historically, women have driven social communication among friends, neighbors, families and communities in the offline world, it’s no surprise that this behavior…

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A Millennial Life Stage ‘Reality Check’ for Marketers

June 30, 2017

“I’m sick of reading about millennials,” said my millennial colleague. I had to laugh. We all know that a minute can’t pass without an article being written about the complexities of this generation. And yes, you’re reading another one now, though in my defense (I say this with a smile)…

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Mastering the ‘Kitchen Table’ Sale

May 31, 2017

Oh, if kitchen tables could talk. They look so innocent, but of all the sales terrains that can present challenges for sales professionals, few are more laden with potential landmines than calling on a prospect in their home. On the surface, a kitchen table seems like the most cozy and…

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Marketing to Women? Creative Inspiration is Closer Than You Think

April 28, 2017

In fields like marketing and sales, there are those magical days when creative inspiration strikes us, and then there are those other 360 days a year we must go hunting for it. Here are four simple strategies for generating ideas and inspiration for anyone looking to grow their business with…

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The Women’s POV on How to Kill a Sale

March 31, 2017

After more than a decade interviewing women about their sales experiences, I’ve heard the good, the bad and the ugly. And while there is no single, sure-fire way to make a sale, there are certain common factors that can derail one . Because women drive the majority of consumer spending…

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The Growth of Women in the Workforce and How Retailers Can Respond

February 28, 2017

Today we’re looking at a global shift I call the “mother of all trends:” there are more women in the paid labor force than at any other time in history. If you’re in retail, this is the trend that drives just about everything else, and something you should be monitoring…

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Why Has Women’s Economic Power Surged? Five Stats You Need to Know

January 31, 2017

Whenever I speak on the subject of marketing and selling to women — which is all the time — people are often surprised, and sometimes even shocked, when they learn how much women’s economic power has surged over the years. Women’s impact on the consumer economy ranks right alongside technology…

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How To Win With Women Consumers In 2017

December 31, 2016

As the CEO of the consulting and training firm, Female Factor, and author of Why She Buys, I’ve spent more than a decade studying women’s impact on the consumer marketplace. At this time of year, people ask me what they should be incorporating into their new-year planning to grow their…

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Winning With Women Buyers: 5 Simple Habits To Master Right Now

November 30, 2016

Trends come and go, but etiquette never goes out of style, especially in sales. For any salesperson in the midst of the holiday shopping season, interpersonal skills can be the deciding factor in whether someone chooses to buy from you or someone else. In our research at Female Factor, we’ve…

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Selling in a ‘Plus One’ World

October 26, 2016

For many women, shopping alone is a luxury. Because of the role women play in their households (typically “chief purchasing officer” and for many, primary caregiver, too), they are often shopping with kids or companions. As any woman with a plus one (or more) will tell you, a bored or…

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