Five Branding Characteristics That Connect With Women (Without Losing the Men)

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Brands have been focused on engaging female consumers for some time now, and with good reason. Women have truly impressive purchasing prowess—$5 trillion to $15 trillion annually, according to consumer research by Nielsen.

What many brand leaders are missing, however, is that even though women have been controlling the purse strings, men are shopping more.

That means branding and design of packaging, seasonal retail themes, product attributes, etc. don't merely have to engage women: They need to do it without losing the men.

Branding for women can be people-inclusive. Here are the five characteristics that can make it so.



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