How To Be Culturally Relevant To The Women’s Consumer Market

Consumer behavior refers to the actions, decisions, and thought processes that consumers go through when purchasing and using products or services. It encompasses a wide range of factors, including psychological, social, and cultural influences that drive individuals to make specific choices

Cultural factors play a significant role in shaping consumer behavior, particularly in relation to women consumers. Culture is often difficult to perceive and it heavily influences how people perceive and interact with products and services.

Let’s start off with redefining the breadwinner concept, which is vital. In today’s time, more women are becoming the primary breadwinners for their families. For example, being a “boss babe” became a huge concept a few years ago. Having your own business as a woman was a huge accomplishment, and still is, yet people brought the idea down because they have a strong belief that men are supposed to be the breadwinners. This change of perspective challenges businesses to update their understanding of the breadwinner role, recognizing that women contribute significantly to household incomes. Businesses need to market products and services that align with this evolving cultural norm.

Women are dominating the education system. Their growing presence in the college-educated workforce is changing the landscape of consumer behavior. What businesses need to do is adapt their strategies to cater to the preferences and needs of this highly educated demographic. Recognizing women's educational achievements is crucial for connecting with them as consumers.

The rising of personal wealth by women is another cultural factor reshaping consumer behavior. Referring back to the “boss babe” concept, women control a significant portion of personal wealth because they want to be entrepreneurs, be their own boss, and be able to provide for themselves. It’s the feeling of accomplishment and “I did it myself” mentality that drives women to make their money. There needs to be a better understanding and acknowledgement of women's financial decision-making power and business should tailor their marketing and sales strategies accordingly.

Women are increasingly becoming dominant when it comes to the consumer market as well as being the breadwinner, running the education system and making more money. Beyonce literally has a song titled “Run The World (Girls)”. Businesses should have that same mentality and consider cultural factors when creating their marketing strategies.