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Certified WBENC Women's Business Enterprise

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Rebuilding the Economy: Designing with the Female Consumer in Mind

by Renita Van Dusen

Why? The question really is, “Why not?” Women represent $20 trillion in annual spending – a growth market bigger than China and India combined. “Understanding and meeting women’s needs will be essential to rebuilding the economy; therein lies the key to breakout growth, loyalty, and market share,” according to Michael J. Silverstein and Kate Sayre, authors of “The Female Economy,” in a recent issue of the Harvard Business Review.

The universal question, “What do women want?” is best answered by an historic Shaker quote: “Don’t make something unless it is both necessary and useful; but if it is both necessary and useful, don’t hesitate to make it beautiful.”

How are YOU making your product or service relevant to women? Does your brand have a strategy? When you go to market, remember: “Gender is the most powerful determinant of how a person views the world and everything in it. It’s more powerful than age, income, race or geography.” Design with the female consumer in mind and let’s start rebuilding this economy together!

Interested in learning more? Read the entire Jan./Feb. 2010 edition of Her Brand Matters.