Introduction
1. See, for example, Michael J. Silverstein and Kate Sayre, “The Female Economy,” Harvard Business Review, September 2009, https://hbr.org/2009/09/the-female-economy, citing a 2009 Boston Consulting Group worldwide survey; Bridget Brennan, Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers (New York: Crown Business, 2011); United States Department of Labor, Employee Benefits Security Administration, “General Facts on Women and Job-Based Health” fact sheet, DOL.gov, December 2013, https://www.dol.gov/sites/default/files/ebsa/about-ebsa/our-activities/resource-center/fact-sheets/women-and-job-based-health.pdf.
2. The concept of gender as cross-cultural communication was pioneered by linguistics scholar Deborah Tannen of Georgetown University, author of many insightful books on gender, including You Just Don’t Understand: Women and Men in Conversation (William Morrow, 1990, 2007). The concept of applying gender culture in marketing was popularized by Marti Barletta, in her book Marketing to Women: How to Increase Your Share of the World’s Largest Market (Dearborn Trade Publishing, 2006).
Chapter 1
1. Silverstein and Sayre, “The Female Economy” (see intro., n. 1).
2. Bridget Brennan, “The Real Reason Women Shop More Than Men,” Forbes.com, March 6, 2013, https://www.forbes.com/sites/bridgetbrennan/2013/03/06/the-real-reason-women-shop-more-than-men/#5dd4274f74b9.
3. United States Department of Labor, Bureau of Labor Statistics, “Volunteering in the United States, 2015,” news release no. USDL-16–0363, February 25, 2016, https://www.bls.gov/news.release/volun.nr0.htm.
4. United States Department of Labor, “General Facts on Women and Job-Based Health” (see intro., n. 1).
5. Brennan, Why She Buys, 179 (see intro., n. 1).
6. For an excellent overview of the topic and references to studies on the subject, see Rose Hackman, “‘Women Are Just Better at This Stuff’: Is Emotional Labor Feminism’s Next Frontier?,” Guardian, November 8, 2015, https://www.theguardian.com/world/2015/nov/08/women-gender-roles-sexism-emotional-labor-feminism.
7. National Center for Education Statistics, Table 318.10. “Degrees Conferred by Postsecondary Institutions, by Level of Degree and Sex of Student: Selected Years, 1869–70 through 2026–27,” Digest of Education Statistics, March 2017, https://nces.ed.gov/programs/digest/d16/tables/dt16_318.10.asp.
8. ICEF, “Women Are Increasingly Outpacing Men’s Higher Education Participation in Many World Markets,” October 22, 2014, http://monitor.icef.com/2014/10/women-increasingly-outpacing-mens-higher-education-participation-many-world-markets/.
9. Jeff Guo, “Women Are Dominating Men at College. Blame Sexism,” Washington Post, December 11, 2014, https://www.washingtonpost.com/news/storyline/wp/2014/12/11/women-are-dominating-men-at-college-blame-sexism/?utm_term=.69d88c5e4b57.
10. United States Department of Labor, Women’s Bureau Issue. Working Mothers Brief, June 2016, https://www.dol.gov/wb/resources/WB_WorkingMothers_508_FinalJune13.pdf.
11. United States Department of Labor, Women’s Bureau.
12. United States Department of Labor, Women’s Bureau.
13. United States Department of Labor, Women’s Bureau.
14. BMO Wealth Institute, “Financial Concerns of Women,” March 2015, https://www.bmo.com/privatebank/pdf/Q1–2015-Wealth-Institute-Report-Financial-Concerns-of-Women.pdf, p. 2.
15. See Robert W. Fairlie et al., The Kauffman Index of Startup Activity, 2016 (Ewing Marion Kauffman Foundation, August 2016), available at www.kauffman.org/~/media/kauffman_org/microsites/kauffman_index/startup_activity_2016/kauffman_index_startup_activity_national_trends_2016.pdf.
16. American Express, “The 2017 State of Women-Owned Business Report,” http://about.americanexpress.com/news/docs/2017-State-of-Women-Owned-Businesses-Report.pdf, p. 3. Women-owned businesses are defined as those that are at least 51 percent owned, operated, and controlled by one or more women.
17. United States Department of Labor, Bureau of Labor Statistics, BLS Report no. 1065, April 2017, https://www.bls.gov/opub/reports/womens-databook/2016/home.htm.
18. Pew Research Center, “Social Media Fact Sheet,” February 5, 2018, http://www.pewinternet.org/fact-sheet/social-media/.
19. Statista, “Percentage of Teenagers in the United States Who Use Snapchat,” Statista.com, March 2018, https://www.statista.com/statistics/419388/us-teen-snapchat-users-gender-reach/.
20. Sandrine Devillard et al., “Women Matter 2016: Reinventing the Workplace to Unlock the Potential of Gender Diversity,” McKinsey Global Institute, https://www.mckinsey.com/~/media/mckinsey/featured%20insights/women%20matter/reinventing%20the%20workplace%20for%20greater%20gender%20diversity/women-matter-2016-reinventing-the-workplace-to-unlock-the-potential-of-gender-diversity.ashx, p. 22.
21. Devillard et al., “Women Matter.”
22. Catalyst, “Women CEOs of the S&P 500,” October 5, 2018, https://www.catalyst.org/knowledge/women-ceos-sp-500.
23. Valentina Zarya, “Female Founders Got 2% of Venture Capital Dollars in 2017,” Fortune, January 31, 2018, http://fortune.com/2018/01/31/female-founders-venture-capital-2017/.
Chapter 2
1. Accenture, “U.S.Companies Losing Customers as Consumers Demand More Human Interaction,” March 23, 2016, https://newsroom.accenture.com/news/us-companies-losing-customers-as-consumers-demand-more-human-interaction-accenture-strategy-study-finds.htm.
Chapter 3
1. Brennan, Why She Buys, 259 (see intro., n. 1).
2. Liz Hampton, “Women Comprise Nearly Half of NFL, but More Wanted,” Reuters, February 4, 2017, https://www.reuters.com/article/us-nfl-superbowl-women/women-comprise-nearly-half-of-nfl-audience-but-more-wantedidUSKBN15J0UY.
3. Minnesota Vikings staff, in discussion with the author, n.d.
4. Minnesota Vikings, “Vikings and MSFA to Open New Mothers’ Room at U.S. Bank Stadium,” press release, August 23, 2018, https://www.vikings.com/news/vikings-and-mfsa-to-open-new-mother-s-room-at-u-s-bank-stadium.
5. Steven Bertoni, “WeWork Hits $20 Billion Valuation in New Funding Round,” Forbes.com, July 10, 2017, https://www.forbes.com/sites/stevenbertoni/2017/07/10/wework-hits-20-billion-valuation-in-new-funding-round/.
6. Michael Brown, Andres Mendoza-Pena, and Mike Moriarty, “On Solid Ground: Brick-and-Mortar Is the Foundation of Omnichannel Retailing,” AT Kearney, 2014, https://www.atkearney.com/documents/20152/924670/On+Solid+Ground.pdf/1958eca8-df9f-da6e-a02d-82f2039bbd63.
7. Ed Hammond and Noah Buhayar, “Buffett’s Berkshire Hathaway Buys Stake in Pilot Flying J,” Bloomberg.com, October 3, 2017, https://www.bloomberg.com/news/articles/2017–10–03/buffett-s-berkshire-hathaway-acquires-stake-in-pilot-flying-j.
Chapter 4
1. United States Department of Labor, “General Facts on Women and Job-Based Health” (see intro., n. 1).
2. Bridget Brennan, “Would You Like Champagne with That Sofa? Restoration Hardware Bets Big on Experiential Retail,” Forbes.com, November 13, 2015, https://www.forbes.com/sites/bridgetbrennan/2015/11/13/would-you-like-champagne-with-that-sofa-restoration-hardware-bets-big-on-experiential-retail/#479af4bb1c60.
3. Brennan, Why She Buys, 260 (see intro., n. 1).
4. Pretty Woman, directed by Garry Marshall, Touchstone Pictures, Silver Screen Partners IV, and Regency International Pictures, 1990, film.
Chapter 5
1. Brennan, Why She Buys, 238 (see intro., n. 1).
2. Bridget Brennan, “The Retailer Winning the Battle for Millennial Women,” Forbes.com, November 16, 2012, https://www.forbes.com/sites/bridgetbrennan/2012/11/16/the-retailer-winning-the-battle-for-millennial-women/#35d780076ea9.
3. Adapted from Bridget Brennan, “We’re All Millennials Now,” Forbes.com, October 16, 2014, https://www.forbes.com/sites/bridgetbrennan/2014/10/16/were-all-millennials-now/#288c42e13241.
4. Brennan, “We’re All Millennials Now.”
5. See Bridget Brennan, “Three Strategies for Marketing to Millennial Women,” Forbes.com, November 12, 2013, https://www.forbes.com/sites/bridgetbrennan/2013/11/12/three-strategies-for-marketing-to-millennial-women/.
6. Adapted from Bridget Brennan, “Avoid These Visual Mistakes When Marketing to Women,” Forbes.com, October 7, 2015, https://www.forbes.com/sites/bridgetbrennan/2015/10/07/avoid-these-visual-mistakes-when-marketing-to-women/#4fff64cb5e50.
7. The US television sitcom set in a friendly bar, which ran from 1982–1993.
Chapter 6
1. Laura M. Holson, “How Sephora Is Thriving amid a Retail Crisis,” New York Times, May 11, 2017, https://www.nytimes.com/2017/05/11/fashion/sephora-beauty-retail-technology.html.
2. Brennan, Why She Buys, 245 (see intro., n. 1).
3. Frank V. Cespedes and Jared Hamilton, “Selling to Customers Who Do Their Homework Online,” Harvard Business Review, March 16, 2016, https://hbr.org/2016/03/selling-to-customers-who-do-their-homework-online.
Chapter 7
1. “About Allstate,” Allstate Insurance Company, accessed September 23, 2018, https://www.allstate.com/about.aspx.
2. Data provided by MonteNapoleone District.
3. Adapted and updated from Bridget Brennan, “How to Deliver the Ultimate in Luxury Retail Experiences, Italian Style,” Forbes.com, July 12, 2016, https://www.forbes.com/sites/bridgetbrennan/2016/07/12/how-to-deliver-the-ultimate-in-luxury-retail-experiences-italian-style/#868b1946a894.
Chapter 8
1. Ruth Schwartz Cowan, More Work for Mother (New York: Basic Books, 1983), 18.
2. Bridget Brennan, “The Growth of Women in the Workforce and How Retailers Can Respond,” Forbes.com, February 28, 2017, https://www.forbes.com/sites/bridgetbrennan/2017/02/28/the-growth-of-women-in-the-workforce-and-how-retailers-can-respond/#266f53524b1d.
3. Adapted from Bridget Brennan, “Why Parents and Kids Now Aspire to the Same Brands,” Forbes.com, March 12, 2012, https://www.forbes.com/sites/bridgetbrennan/2012/03/12/why-kids-and-parents-now-aspire-to-the-same-brands/#77b30eb92bd6.
4. Brennan, “We’re All Millennials Now” (see ch. 5, n. 4).
5. Interview excerpted from Bridget Brennan, “Parallel Programming Attracts New Players,” PGA Magazine and PGA of America New Player Engagement Series podcast, August 2016. Used with permission from the PGA of America.
6. Ronan J. O’Shea, “Luxury Hotel Provides ‘Instagram Butlers’ to Help Guests Take the Best Shots,” Independent, October 18, 2017, https://www.independent.co.uk/travel/news-and-advice/instagram-butlers-photos-hotel-maldives-resort-conrad-hilton-best-guide-a8006656.html.
7. Check it out on Gugu Guru, at https://guguguru.com/dominos_registry.
8. Bridget Brennan, “A Picture Is Worth 1,000 Likes: How to Create an Engaging Customer Experience at Retail,” Forbes.com, April 7, 2016, https://www.forbes.com/sites/bridgetbrennan/2016/04/07/a-picture-is-worth-1000-likes-how-to-create-an-engaging-customer-experience-at-retail/#306554ff431d.
9. Adapted from Bridget Brennan, “From Farm to Label: The Wellness Trend in Marketing Goes Far Beyond Food,” Forbes.com, November 12, 2014, https://www.forbes.com/sites/bridgetbrennan/2014/11/12/from-farm-to-label-the-wellness-trend-in-marketing-goes-far-beyond-food/#754ae02f2f56.
10. United States Department of Labor, “General Facts on Women and Job-Based Health” (see intro., n. 1).
11. Adapted from Bridget Brennan, “Marketing to Women? Age Is Really Just a Number,” Forbes.com, June 14, 2016, https://www.forbes.com/sites/bridgetbrennan/2016/06/14/marketing-to-women-age-is-really-just-a-number/#1387b6a978d9.
12. AARP and Oxford Economics, “The Longevity Economy: How People over 50 Are Driving Economic and Social Value in the US,” AARP.org, September 2016, https://www.aarp.org/content/dam/aarp/home-and-family/personal-technology/2016/09/2016-Longevity-Economy-AARP.pdf.
13. Shelagh Daly Miller, “Adults 50-Plus Now Dominate All Consumer Spending,” Ad Age, November 18, 2015, based on data from the US Consumer Expenditure Survey, http://adage.com/article/aarp-media-sales/adults-50-dominate-consumer-spending/301391/.
14. AARP and Oxford Economics, “The Longevity Economy.”
15. Adapted from Brennan, “Marketing to Women? Age Is Really Just a Number.”
16. “Changes in Composition of New Entrepreneurs by Age,” in Fairlie et al., The Kauffman Index of Startup Activity, 2016, fig. 5A (see chap. 1, n. 15). According to the author’s calculations, 24.3 percent of new entrepreneurs are between the ages of fifty-five and sixty-four, compared to 25 percent for ages twenty to thirty-four.
17. Sandra B. Eskin, Preneed Funeral and Burial Arrangements: A Summary of State Statutes (AARP Public Policy Institute, 1999), https://assets.aarp.org/rgcenter/consume/d17093_preneed.pdf.
Chapter 9
1. Vivian Hunt, Dennis Layton, and Sara Prince, “Why Diversity Matters,” McKinsey & Company website, January 2015, https://www.mckinsey.com/business-functions/organization/our-insights/why-diversity-matters.
2. Adapted from Bridget Brennan, “Marketing to Women? Creative Inspiration Is Closer Than You Think,” Forbes.com, April 28, 2017, https://www.forbes.com/sites/bridgetbrennan/2017/04/28/marketing-to-women-creative-inspiration-is-closer-than-you-think/#77ca93333622.
3. Brennan, “Marketing to Women.”
4. Brennan, “Marketing to Women.”