J. Walter Thompson
Female Tribes: understanding female capital / J. Walter Thompson Company
There’s never been a better time to be a woman, and in our proprietary Women’s Index study 76% of women around the world share this sentiment. It’s estimated that women control up to two thirds of the global $18 trillion consumer spend, we have women presidents, astronauts, bishops, entrepreneurs and inventors, and we can no longer use age as a predictor of life-stage.
Yet within the advertising and communications world we still insist on viewing women through a narrow lens. We define her according to her parental responsibilities – ‘the busy working Mum’ – but do we really understand who she is or appreciate her true sphere of influence? If we want to truly engage this audience we need to understand women’s value as consumers and wealth creators, leaders and influencers: the idea of Female Capital.
Defining women according to their responsibilities is limiting, but to celebrate their achievements and aspirations is inspiring.
We believe changing the conversation will be game changing.
Find out more: www.jwt.com/femaletribes