When Sisters Meet
They Sho ‘Nuff Matter
If African Americans alone were a country, they would be the 15th largest economy in the world, with AA Women controlling the lion’s share of it. This is a very important thing for consumer goods and media companies to get a handle on as this proves the need for more multicultural strategies. Another thing seen in this report was that shows depicting a diverse cast were the most successful ones amongst all shows on television. Shows such as “This Is Us” and “Blackish” are enjoyed and watched across all ethnic lines, which can only mean having a more diverse cast equals strengthening of viewership.
Did you know?
All human brains start as female brains, until the male brain is flooded with testosterone. But there they part paths. Men think in a linear fashion; women are circuitous and programmed to collect information. A woman’s brain has four times as many connections between the left and right hemispheres as a man’s. All of those signals hurtle down the superhighway into her right brain – the home of emotional memory, intuition and experience. A woman not only reads – she attaches feelings to what she’s reading. A woman’s heart is in her brain – tell her a story that is filled with emotion, and explain why your brand is relevant to her.
- 78% of women in the US use the Internet before making a purchase
- Women account for 58% of all total online spending
- 33% research products and services on-line before buying offline
- Women influenced $90 billion of consumer electronic purchases in 2017
- The average American woman is expected to earn more than the average American male by 2028
- Women account for $7 trillion in consumer and business spending in the United States
What Women Buy
Women make or influence 85% of all purchasing decisions, and purchase over 50% of traditional male products, including automobiles, home improvement products and consumer electronics.
Nielsen’s Study Reveal
The digital sphere saw huge domination from Black women with the expanding of such movements as “Black Twitter.” The report analyzed data that saw that women of color, particularly Black women, had the most economic control, with spending power being in the trillions.
Asian women who don’t see themselves represented look at outlets such as YouTube to see those like them as influencers in industries such as beauty and fashion. Asian women seek inspiration from Korean and Chinese beauty trends in big box retailers, with major brands tapping these women who are viewing YouTube videos for advice on how to better suit their purchasing needs. US-born Asian women were most interested in products catered specifically to them.
With Latina women graduating at higher rates and entering the workforce in large numbers, their multi-generational influence gives more insight into how they are spending their money. The study showed that Latina women saw themselves as 100% American and at the same time 100% Latina. Though they are modern and adapt to trends they see in the country, they are keen on keeping tradition intact.