“It is really important to not stereotype all women. You need to speak to them as individuals. This is not just true of the female market, it is true of how to market to any audience,” says Dhanusha Sivajee, the EVP of Editorial and Marketing at XO Group Inc., which includes the brands The Knot, The Bump, The Nest.
Sivajee says that women are the most powerful consumers in the economy. “Global spending by women will be about $18 trillion by next year. We reach an average of 20 million millennials, mostly women, each month. Across these monumental life stages, women are spending over $150 billion annually.”
Given the size of this market it would be foolish for organizations not to cater to the needs of the female consumer. Yet Sivajee says because of gender stereotyping, organizations often do just that.