Why She Buys (38 page)

1.
“Families and Work in Transition in 12 Countries,” U.S. Bureau of Labor Statistics, 2005.

2.
Ibid.

3.
U.S. Department of Health and Human Services Administration on Aging, with data sourced from the U.N. Department of Public Information, DP/2264, March 2002.

4.
“As Layoffs Surge, Women May Pass Men in Job Force,” by Catherine Rampell,
New York Times
, February 6, 2009.

5.
United Nations Development Fund for Women,
The Progress of the World’s Women 2005: Women, Work and Poverty
.

6.
AFL-CIO Department for Professional Employees, Fact Sheet, 2006.

7.
“The Importance of Sex,”
Economist
, April 12, 2006.

8.
Ibid.

9.
Estimates are for a 1 percent annual growth rate in the U.S. female labor force, compared to 0.9 percent growth for men.
“Employment Outlook: 2004–2014—Labor Force Projections to 2014: Retiring Boomers,” U.S. Bureau of Labor Statistics, November 2005.

10.
“Women’s Earnings and Income,” Catalyst Quick Takes, 2007, citing data from 2003.

11.
Kevin Daly, “Gender Equality, Growth and Global Aging,” Goldman Sachs Global Economics Paper no. 154, 2007.

12.
Research from BSM Media in conjunction with
BlueSuitMom.com
, 2004.

13.
Brian Stelter, “ABC Bets ‘Motherhood’ Can Make a Leap from the Computer Screen,”
New York Times
, May 19, 2008.

14.
All age-at-first-marriage stats from 2007
CIA World Factbook
.

15.
Sam Roberts, “For Young Earners in Big City, a Gap in Women’s Favor,”
New York Times
, August 3, 2007.

16.
Rachel Bogardus Drew, Joint Center for Housing Studies, Harvard University, 2006.

17.
Diversity Best Practices/Business Women’s Network/NAFE, divisions of Working Mother Media Inc, “2007 Quick Facts: Women,” 3.

18.
“The Importance of Sex.”

19.
“Digest of Education Statistics,” U.S. National Center for Education Statistics, 2005; “2007 Quick Facts: Women,” 3; American Bar Association.

20.
Juvenile Products Manufacturers Association press release, December 17, 2007.

21.
“Facts for Features, Special Edition: 300 Million,” U.S. Census Bureau data news release, August 9, 2006.

22.
U.S. Census Bureau report, “Percentage of Childless Women 40–44 Years Old Increases Since 1976.”

23.
CIA World Factbook
, 2009.

24.
Japan Institute of Global Communications; All-China Women’s Federation.

25.
M. F. Brinig and D. W. Allen, “ ‘These Boots Are Made for Walking’: Why Most Divorce Filers Are Women,”
American Law and Economics Review
2, 1 (2000): 126–69.

26.
U.S. Census Bureau, 2006, as cited by Packaged Facts in the report “U.S. Singles: The New Nuclear Family.”

27.
Mike Stobbe, “37 Percent of U.S. Births out of Wedlock,” Associated Press, November 21, 2005; Renee E. Spraggins, “We the
People: Women and Men in the United States,” U.S. Census report, January 2005.

28.
United Nations projections.

29.
“Boomers Envisioning Retirement—How Will They Fare?” AARP news release, May 19, 2004.

30.
“Beauty Comes of Age,” study commissioned by Dove, a Unilever Company, September 2006.

31.
“Looking at Act II of Women’s Lives: Thriving and Striving from 45 On,” AARP survey, April 6, 2006.

32.
Jessica Wohl, “Kimberly-Clark Revamps Depend Line for Men, Women,” Reuters, December 15, 2008.

33.
2007 IHRSA/American Sports Data Health Club Trend Report.

34.
Data from the College Savings Foundation, 2008.

35.
CDC National Center for Health Statistics Office, “Obesity Among Adults in the United States—No Statistically Significant Change Since 2003–2004,” Data Brief Number 1, November 2007.

36.
“Profiting from America’s Portly Population,” press release issued by IBISWorld research firm, PR Newswire, April 21, 2008.

37.
Centers for Disease Control, “Mean Body Weight, Height, and Body Mass Index—United States, 1960–2002.”

38.
Data from BBC; Chinese Concern at Obesity Surge, October 12, 2004.

39.
“Profiting from America’s Portly Population.”

40.
Roopa Purushothaman,
The XX Factor
, Future Capital Holdings report, citing data from the National Sample Survey Organization.

41.
Amelia Gentleman, “Indian Prime Minister Denounces Abortion of Females,”
New York Times
, April 29, 2008.

42.
“The Next Urban Frontier: Twenty Cities to Watch,” Future Capital Research report by Rajesh Shukia and Roopa Purushothaman.

43.
Danwei.org
, December 13, 2005, citing the Women’s Federation of China.

44.
Ernst & Young report, “The Rise of Female Consumerism in China,” 2007.

45.
Huakun Women’s Life Investigation Centre, Beijing.

46.
Ibid.

47.
All-China Women’s Federation, “Urban Chinese Say ‘I Do’ Ever Later, Study Finds,” January 4, 2008.

48.
Ernst & Young, “The Rise of Female Consumerism in China.”

49.
“Modern Women Favor Luxuries,” Women of China, Data Research, December 10, 2007.

4: P
INK
I
S
N
OT A
S
TRATEGY

1.
A. G. Lafley and Ram Charan,
The Game Changer
(New York: Crown Business, 2008), 47.

2.
Ibid.

3.
Data from Procter & Gamble’s Swiffer website, October 2008.

4.
Andrew Adam Newman, “Embracing Women’s Inner Goddess,”
New York Times
, February 21, 2008.

5.
BusinessWeek
Product Review by Heesun Wee, February 14, 2001.

6.
Matthew Rudy, “How Healthy Is Our Game?”
BusinessWeek
, May 26, 2008.

7.
Callaway 2008 earnings announcement, released January 27, 2009.

8.
Alex Pham, “Nintendo at the Top of Its Game,”
Los Angeles Times
, October 27, 2008.

9.
Dave Rosenberg, “Wii Fit Sales to Surpass Grand Theft Auto IV,” CNET News, October 21, 2008.

10.
Pham, “Nintendo at the Top of Its Game.”

5: M
ARKETING TO
W
OMEN

1.
“Who Gets Paid What,” Ad Age Data Center, 2007; author’s research; and Spencer Stuart Study of the top 100 consumer CMO’s (66%).

2.
Daniel G. Amen,
Sex on the Brain
(New York: Three Rivers Press, 2007), 54.

3.
Cambridge Women’s Pornography Cooperative,
XXX Porn for Women
(San Francisco: Chronicle Books, 2008).

4.
“Multi-tasking Media Users Merge Internet with TV, Other Media,” Burst Media Research study, October 2007.

5.
Going Green, A Yankelovich Monitor Perspective, July 2007;
and 2007 Cone Cause Evolution and Environmental Survey Research Report.

6.
“Volunteering in the U.S. 2008,” U.S. Bureau of Labor Statistics news release.

7.
Marianne J. Legato,
Why Men Never Remember and Women Never Forget
(Emmaus, PA: Rodale Press, 2005), 139.

8.
Deborah Tannen,
You Just Don’t Understand
(New York: Quill, 1991).

9.
BlogHer/Compass Partners 2008 Social Media Study.

10.
“Women and the Web: How Women Are Shaping the Internet,” research report by comScore, June 2010.

11.
“Online, Women More Likely to Trust Each Other,” by Jenna Goudreau,
Forbes.com
, January 20, 2011.

12.
“What Men and Women Are Doing on Facebook,” by Jenna Goudreau,
Forbes.com
, April 26, 2010.

13.
comScore, Inc. study, “Women on the Web: How Women Are Shaping the Internet,” 2010.

14.
Yankelovich Y*Report, “Consumers in Control: Customer Service in the Age of Consumer Empowerment,” 2007.

15.
Ibid.

16.
Ibid.

17.
Southwest Airlines data, based on U.S. Department of Transportation Air Travel Consumer Reports from 1987–2009.

6: T
HE
L
AST
T
HREE
F
EET

1.
CNW Research, 2008.

2.
J. D. Power & Associates, 2008.

3.
American Girl website and Chicago Public Library Foundation Newsletter, vol. 5, Fall/Winter 2008.

4.
Aili McConnon, “Lululemon’s Next Workout,”
BusinessWeek
, June 9, 2008.

5.
Media Metrix Worldwide Data cited in the comScore Inc. study, “Women on the Web: How Women Are Shaping the Internet,” 2010.

6.
comScore 2010 Digital Year in Review report.

7.
Pew Internet and American Life Project, online shopping report, February 13, 2008.

8.
“Online Shopping Needs Improvement,” Opinion Research Corporation survey, April 21, 2008, as cited on
emarketer.com
.

9.
Ibid.

10.
“Gender, Design, and Marketing,” Gloria Moss, 2009, Gower Publishing Ltd.

11.
Michael J. De La Merced, “Comcast Buying a Publisher of Net Newsletters and Sites,”
New York Times
, August 6, 2008.

ACKNOWLEDGMENTS

I’ve been on the receiving end of so much kindness and generosity in the process of writing this book.

First and foremost, I stand on the shoulders of incredible pioneers in the fields of linguistics, marketing, and science. The peerless Deborah Tannen’s work in identifying gender as cross-cultural communication has profoundly impacted both my work and this book. Maria Bailey’s drive to teach the world the power of the “mom” market has been an inspiration, and I am grateful to count her as a friend. Marti Barletta’s trailblazing work in applying the concept of gender culture to business has been important and influential, and the field of marketing is all the richer for it.

The work of Daniel G. Amen, M.D., Louann Brizendine, M.D., and Marianne J. Legato, M.D., FACP, has contributed greatly to my own—and the world’s—understanding of brain differences between the genders. Many thanks to Mark Osadjan, Ph.D., of the University of Chicago, who possesses a talent for explaining complex science to laypeople.

My agent, Jennifer Joel of ICM, saw the potential for this book from the very first, and it would have never existed without her wisdom and support. My thanks to Jenn, and to the delightful Niki Castle.

I’ve had the great fortune to work with editor John Mahaney at Crown Business, whose guidance, talent, and dry wit brought out the best in me, and made this book better than I could have imagined. I am eternally grateful. Jo Rodgers, thank you for your constant enthusiasm and understanding.

My good friend, the talented journalist Jeff Bailey, helped guide me through the early and awkward attempts at expressing my thoughts, and taught me how to think like a writer.

Joe Versace selflessly opened every door he could for me in New York and has been a true friend since the day we met. Samantha Ettus made the introduction that made this book possible, and I will always be grateful.