Eine immer wieder gerne zitierte Angabe ist, dass Frauen über einen Großteil der Ausgaben entscheiden (und damit natürlich eine gewisse Marktmacht haben). Häufig schon wurde nach der entsprechenden Quelle gefragt. Dazu passend hatte Michael Balenau auf Twitter dieses hier getweetet:
Da ist eine Quelle angegeben, nämlich Boston Consulting, What Women want.
Ich habe mal danach gesucht, aber nur Artikel dazu gefunden, die aber auch interessant sind:
Einmal hier:
Although women constitute a significant amount of global spending, many feel that they are underserved by businesses, particularly in the investment industry, according to a recently released survey from The Boston Consulting Group Inc.
The global survey involved more than 12,000 women in 21 countries and was conducted online from March through September 2008. Participants completed a 120-question survey that asked about their home and work lives, earnings, happiness and sources of stress.
Women’s income globally increased to $9.8 trillion in 2007, from nearly $6.8 trillion in 2002, the survey found. By 2014, women’s income is projected to increase to $15.6 trillion, the BCG said.
And women control nearly $12 trillion of the overall estimated $18.4 trillion in consumer spending worldwide, the report said. By 2014, women will control $15 trillion, it said.
Women own or co-own 40% of U.S. businesses. One billion women are working worldwide, and that total is expected to grow to 1.2 billion women by 2014, the consulting group said.
But 49% of women surveyed said that investment companies needed to do a better job of understanding and meeting their needs. Also, 47% said that they were disappointed with banks, and 45% said they were disappointed in life insurance companies.
„Frauen als interessante Kunden“ ist natürlich ein interessanter Ansatz, gerade wenn sie entsprechende Verfügungsmöglichkeiten haben.
Dazu ist allerdings anzumerken, dass die Zahlen sich darauf beziehen dürften, was an „Verbraucherausgaben“ durch welches Geschlecht tatsächlich getätigt worden ist und darin dürfte es auch schlicht darum gehen, wer die täglichen Einkäufe erledigt. Das ist nicht damit gleichzusetzen, dass er damit auch tatsächlich alleine entscheidet, was gekauft wird, das kann sich trotzdem aus einer Abstimmung mit Partnern etc ergeben.
The respondents did report that companies in industries such as beauty, clothing and food successfully tap into their needs.
Money was cited as the major point of stress among respondents, the survey found.
A full 48% said that they felt pressure related to household finances, and 81% said that they didn’t think they were saving enough for retirement.
Insoweit auch nicht wirklich überraschend.
Aus dem zweiten Artikel:
Women account for 64% of the $18.4 trillion spent annually on consumer goods around the world. Pretty soon more women will be working in this country then men. Women already control half the wealth in the United States, and they will be responsible for roughly $5 trillion in additional earned income globally over the next five years. Welcome to the dawn of the female economy.
And yet many companies are ignoring, downplaying, or patronizing this fast-growing group of consumers. That’s one of the key findings in a new book by the Boston Consulting Group’s Michael Silverstein and Kate Sayer called Women Want More: How to Capture Your Share of the World’s Largest, Fastest-Growing Market.
Silverstein, a former journalist and close cultural observer whose previous books include Trading Up: The New American Luxury and Treasure Hunt: Inside the Mind of the New Consumer, talked with Fortune about Women Want More, which is based on the findings of a survey of more than 12,000 women in 40 countries.
Also die gleichen Zahlen wie oben. Wäre interessant, ob die Vorhersage zutreffend war.
What types of companies are the worst at appealing to women?
The three categories (as ranked by women) in descending order of dissatisfaction are financial services, health care, and consumer durables such as cars, electronics, and appliances. In all three categories, the providers effectively diss women.
Scheint also als wäre Finanzangelegenheiten eher ein männliches Thema. Bei Healthcare war ich etwas überrascht, aber ich vermute mal, dass es in vielen Ländern schlicht am Job des Mannes hängt und die Frau und Kinder mitversichert sind und es insoweit eben eher auf Männer ausgerichtet ist. Und Autos und Elektronik waren ja schon immer eher männlich besetzt.
Almost every financial services firm has a high-ranking female executive who’s in charge of their women’s initiative. But without exception they are all misunderstanding what is the appropriate way to speak to women. They think if they provide women with a cocktail hour and a chance to have a conversation with their peers, that creates a product and service that works for women.
They don’t have a female-driven market research function. They don’t calculate the share of affluent females. They don’t have a marketing program that says, I’m going to understand your needs and configure products, and services to meet those needs, and explain them to you in language that you can understand.
„Ich erkläre es dir in einer Sprache, die du (als Frau) verstehen kannst“ ist auch nett. Aber wahrscheinlich durchaus zutreffend. Macht aber auch nur dann richtig Sinn, wenn man davon ausgeht, dass die Geschlechter eben verschieden sind
Can you give some specific examples?
Women don’t buy life insurance — because no one is trying to sell it to them. Most men have life insurance outside of what they get at work. Women do not. Yet the economic catastrophe of a woman dying when she has young children to support is as great as it is for a man.
Nur das eben über den Mann der Versorger wegfällt und dessen Geld ersetzt werden muss, etwas was anscheinend als wichtiger angesehen wird als wenn der Mann sein leben umstellen muss, weil er nach dem Tod seiner Frau die Kinderbetreuung neu regeln muss.
How about in the non-financial arena?
Air-conditioning repairmen still talk down to women. So do car dealers. Water heaters are considered an item of mystery and intrigue. Moms manage 85% of health care purchases, yet doctors show little respect for her time. They make her sit in waiting rooms for hours.
Was aber eher daran liegen dürfte, dass der zeitliche Umfang eines Arztermins oft schwer zu planen ist. Ein zu großer Sicherheitsabstand bedeutet zudem eben eine geringe Anzahl von Patienten.
Despite women’s growing financial power, they still earn about 68% of what men earn. But that income gap is closing. Can you talk about that a bit?
In 28% of two-income U.S. households, she makes more money than he does. If you were to stop 100 people ages 25 to 30 in Manhattan, more than half the women would make more money than the men. There are 1 million high-income women in the U.S., earning more than $250,000 a year.
Ein interessant gewähltes Alter, 25-30 ist eben vermutlich gerade bei Leuten mit guter Ausbildung wie in Manhattan zu erwarten, vor dem Kinder bekommen.
What is the „crater effect“?
It contributes to the disparity in pay. She’s making more money than he does right out of college. Then she has a baby, and she’s still making more money. But there’s some percentage of fast-tracking women who drop out of the labor force. And there are no 17 months of paid parental leave (like in Sweden) and no easily available, inexpensive day care.
She falls behind. Then when she tries to re-enter the workforce, there is no guarantee that the job she left is available to her at comparable pay, and often she has to drop down in pay. One reason why women have less secure retirements is there are these eight-to-20 years where they’ve been „cratered“ out of the work force.
Das ist natürlich in Deutschland etwas abgemildert, was aber anscheinend die Situation in Hinblick auf die Rente nicht stark verändert.
What were some of your most surprising findings?
Women rank pets, sex, and food — in that order — as the things that make them happiest.
The No. 1 thing women want more of is time. (Money and love rank second and third.)
Das ist eine interessante Aufstellung, insbesondere weil Status da nicht vorkommt. Würde es je nach Fragestellung bei Männern vielleicht auch nicht. Ich vermute aber, dass Männer „Haustiere“ eher nicht so stark gewichten.
Es passt auch, dass „mehr Zeit“ gewünscht wird, was eben auch gut zu reduzierten Arbeitszeiten und der Entscheidung gegen einen Job mit ungünstigen Arbeitszeiten passt.
When asked, „What can your husband or partner do that would make you happier?“ they responded: Take me on a date, do a chore at home, and listen to me without solving my problem.
„Mir zuhören ohne eine Lösung zu erarbeiten“ ist auch so ein Geschlechterunterschied, der immer wieder auftaucht.
When are women most happy and least happy?
Women who are young and single are happiest. Then they get married and they are less satisfied. Then they have their first child and they are at the bottom of the V-curve. They only come out of it when their child grows up slightly and is not 100% dependent on them. Their happiness becomes close to but not equal to their single days 20 years later.
Wenig überraschend ist eine Zeit ohne echte Verpflichtungen und auf dem Höhepunkt der Attraktivität eine gute Zeit. Was nicht bedeutet, dass ein gleiches Verhalten im Alter oder ein Leben ohne Kinder zu mehr Glück führen würde.
What impact will the female economy have on our lives?
The balance of power will change in favor of women, and so will the way products are developed and marketed. Women will gain share in politics and have more say over the political agenda. The female economy will contribute to leading the world out of the economic crisis. 
Kleiner geht es wohl nicht, aber er muss ja auch sein Buch verkaufen
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