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

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…

Read More

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…

Read More

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…

Read More

Are You Inspiring Your Customers? Take This Quiz To Find Out

September 29, 2016

People will tell you they don’t like to be “sold,” but the truth is, we love to buy from people who inspire us with passion and knowledge about what they’re selling. We enjoy the feeling of learning something new, especially when we believe it will improve our life in some…

Read More

Avoid These Dangerous Assumptions When Selling to Women

August 31, 2016

There I was, standing in a sea of black suitcases at a local department store. My current wheelie bag was in dire need of replacement. As a long-time road warrior, I knew this bag would be my constant companion, so I approached the task with the same care and thought…

Read More

How To Deliver The Ultimate In Luxury Retail Experiences, Italian Style

July 12, 2016

Care to go truffle hunting in Alba? Interested in spinning around Lake Como in a Ferrari? (My answers: yes and yes please!) Perhaps an hour-long session on perfecting your posture, taught by a former Italian model, is more your thing. Then again, maybe you’d enjoy relaxing in a VIP Lounge,…

Read More

Marketing To Women? Age Is Really Just A Number

June 14, 2016

My friend Gina loves to joke that she’ll receive her AARP card while her kids are still in elementary school. (AARP cards are infamous for showing up in U.S. mailboxes on or around someone’s 50th birthday.) In case you’re doing the math, Gina gave birth in her late 30s and…

Read More

A Picture Is Worth 1,000 Likes: How To Create An Engaging Customer Experience At Retail

April 7, 2016

What is that delicious smell? I thought to myself, as I strode into a local Anthropologie store. The scent was a little bit floral, a little bit woody, and it seemed to be saying to me, stay awhile, what’s your hurry? We have so much here for you to enjoy.…

Read More

What This Year's Super Bowl Ads Say About Marketing To Women

February 8, 2016

2016 may go down in history as the year Super Bowl advertisers stopped using overtly sexist messages. Humor and inclusion dominated ads the way Denver dominated defense. With a few health-issue related exceptions (I’m looking at you, opioid-induced constipation), there was something for almost everyone to feel good about in…

Read More

Meet The Women To Watch In Retail Disruption

January 30, 2016

Women have long driven consumer purchasing in retail. Now they’re increasingly driving innovation as leaders in the retail industry itself. Social think tank Remodista has just announced its list of Women to Watch in Retail Disruption for 2016. These are women driving the next generation of retail. Get to know…

Read More

Female Factor Corp. 444 N. Michigan Ave. Suite #1200, Chicago, IL 60611 USA