Marketing to the Single Woman
Sunday January 6, 2008
Are you marketing to me? In a report by the Census Bureau released in July of 2004 it showed that there were over 95.7 million unmarried and single Americans. Over 53% of them were women. Despite the rapid pace that this market continues to grow it is one of the most ignored in our marketing efforts.
Being single and living alone I know that I shop differently, I look for marketing messages that appeal to me. Is the assembly easy? Are the portions meant for one person? Does the politician care about my needs as a single woman?
Learn three steps that will help you tap into the market of single women and gain their business.
Dear Ms.Laura,
I am an ardent reader of your columns. It is indeed an eye-opener for many organisations who seem to have forgotten this major segment. I think a lot of market research is solicited for them to tap this huge and ever growing chunk of the market place.
Miss Laura,
This blog post of yours really called my attention. I have been a firm believer of the value of women in the society, especially single females who, somehow, are less prioritized.
Indeed, the market must consider the needs of single women and they have to use the right online marketing strategy for this specific market.
It’s not only a means of giving what single women deserve in politics and the society but creating an awareness campaign for the market and the marketers.
Thanks again for this great post.
I love the advice you offer here. Thanks for contribution you’re making informing the market about how to talk to us. When will the mainstream realize we will buy more stuff if they talk our language?
Vicki Flaugher
Laura, we are grateful to you for using your highly visible position to point out the economic power of single working women. The reason companies forget about single women is that society as a whole just frowns on the whole idea. As a character in a movie once said, “A single woman equals chaos.” We are alternately expected to be a) embarrassed about being single, b) trying desperately to get un-single, c) predatorily on the prowl for someone’s–anyone’s–husband, and/or d) ashamed of our inability to “land” a mate.
That’s a crock, but it’s the crock our society wholeheartedly buys into. The fact is, many single women are perfectly okay with being single–some of us wouldn’t have it any other way! And that’s what we celebrate at SWWAN, the Single Working Women’s Affiliate Network.
We are proud to say there is now an official international holiday listed in McGraw-Hill’s Chase’s Calendar of Events–Single Working Women’s Week, being celebrated this year from July 27 to August 2. Check it out and celebrate with us!