What do women want? Everything but not all at once, survey says
By Jay Keller
Instead, new research suggests that women would prefer having a great home, frequent vacations and in-home food service over spa days, designer wardrobes or perfect hair.
The questions probed into topics involving women’s shopping habits on a tight budget, how women use technology, their attitudes on going “green” and what “having it all” really means.
Many women said they are simply trying to find happiness through work-life balance through flexible workplaces, personal connections, technology-free zones and discounts or coupons.
“Women hold tremendous power as the household CEO,” said Mary Van Note, principal at Ginger Consulting. “With this year’s survey, women are boldly telling those in their lives what they need to be happy, to shop at particular stores, to go green and to connect.”
And, the findings say she just wants pick up the phone and a talk again – you know, have a real conversation that may spark again a meaningful relationship.
The slow-growth economy means that budgeting and responsible spending is not only a must but just the way it is in most households.
After all, prudent spending habits are the direct result of retailers training women for years to never buy at full price.
“Retailers need to learn from JCPenney’s mistake and give her a discount, a coupon a value,” said Beth Perro-Jarvis, principal at Ginger Consulting.
Women certainly rely on technology, but one in three believes it’s “becoming too pervasive” as many report adding tech-free moments back into their lives, especially at mealtime.
When using social media, women say they mainly share life’s accomplishments and good news about 80 percent of the time.
And, three out of four women say they don’t want an invite to play Facebook games or care to hear about recent store or restaurant check-ins.
When asked what they do with a 25th hour each day, most women say they’d use the extra hour to sleep, exercise or spend quality time their significant other.
Researchers at Ginger say that the findings highlight the best way to reach and sell to women while advising that retailers should “listen up” because women control about $12 trillion of overall consumer spending and sales across all categories.
Van Note adds: “Those who want to reach women will listen.”