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

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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What Happens When You’re Too Busy To Talk To Your Customers

May 22, 2018

You’re busy. Your calendar is packed. You spend your days in back-to-back meetings. The last time you had lunch outside the office was so long ago, OpenTable didn’t even exist. And email? Let’s not go there. This is the status quo for many of us. And the result is that…

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How to Win in the Female Economy: Think Like an App

December 30, 2017

When I conduct research with people about what they buy and why they buy, I often hear women say that they already have a lot of stuff; what they could really use is more help. This kind of comment is usually followed by an enthusiastic account of all the apps…

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What We’ve Learned from 1,000 Years of Shopping

November 30, 2017

Watching the cobra writhe out of its wicker basket, I knew this was no ordinary shopping expedition. I was standing in the middle of one of the world’s oldest and most famous markets – the Jamaa el Fna Square in Marrakech, Morocco, and I was dizzy with sensory overload. The…

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New to Marketing to Women? Start Here.

October 30, 2017

During the past decade, we’ve seen historically “masculine” brands and businesses — from motorcycles to hardware to beer to trucks, to name just a handful — seek growth by marketing their products and services to women. The list is long and getting longer: Harley-Davidson. Home Depot. Under Armour. Trunk Club.…

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Marketing To Women: Are You Behind The Curve Or Leading The Pack?

September 5, 2017

When it comes to growing your business with the world’s most powerful consumers, are you behind the curve, keeping up or leading the pack? The following six questions are a great way to kick-start your thinking, whether marketing to women is a new effort for your company or you’re building…

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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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