Who Controls America’s Purse Strings?
A study released earlier this year by Yahoo found that a
variety of duties generally assumed to be done by women were quite often done
by men. Fifty-one percent of men involved in the research, for example, claimed
to be the primary shopper for their household’s grocery needs.
in The Wall Street Journal earlier this week took issue with the commonly used
figure that 80 percent of household spending in the U.S. is controlled by women.
Mayer, publisher of Marketing to Women, told the Journal, "There is never
any sourcing of the number. It’s become accepted folklore."
A survey of
nearly 4,000 Americans 16 and older last year by Futures Co. found that 37
percent of women said they are the primary person responsible for shopping
decisions in their homes. Similarly, 31 percent of men said they were the primary
person. Eighty-five percent of women and 84 percent of men said they shared
the primary responsibility.
- Time to Rethink Your Message: Now the Cart Belongs to Daddy – Advertising
- Who Makes the Call at the Mall, Men or Women? – The Wall Street Journal
Discussion Questions: Is it still important for marketers to understand who “controls” household purchasing decisions or is the concept an anachronism from another era? Has the definition of “household” changed so much that using it as a metric is perhaps no longer as useful? In your opinion, how prevalent is the mindset among retailers and marketers that they’re selling primarily to women decision makers?