Brand Strategy: Female Consumer Life Cycle Meets Brand Architecture
Backstory: There are more American females than men. The American female consumer influences and spends over $5 trillion annually, and controls 51% of the nation's wealth. Her health and life cycle are vital to the American family unit and economy. How can brands create more modern architectures reflecting her relevancy?
Crosscuts: Health & Fitness x Consumer Packaged Goods
Culture Cut: Almost 51% of the U.S population is female. She is 158 million strong, ages 'months to years.' She heads over 115 million households and is the glue between intergenerational families. Her younger sisters are increasingly diverse, with 44% of females under 15 classifying themselves as 'non-white.' Her life typically spans five years longer than a man's, living to 81 years on average. Women are the largest group of centenarians - individuals who live to 100 or more. Her health and her family's health are her most important values in life.
An increasingly diverse female population creates increasingly diverse health issues that will effect the health of the family and the country. Because she lives for family and for self, she forms strong personal relationships with brands that address 'all of her' needs, and are beneficial to everyone. Her Cultural sweet spot lies between Sustainability, Health, and Wellness; she has achieved a lot in the past 30 years; she needs an overall healthy attitude and behavior to fulfill her responsibilities.
Commerce Cut: Automotive, Health & Beauty, Health and Fitness, Health care, Food, Insurance and Investment, Nutrition, and Personal Care are product categories she consumes, shops and influences frequently and habitually. These business verticals combined represent nearly 48% of the annual American household budget, accounting for spending of roughly $24,000 per year.
She shops, considering and buying different brands, in different categories, that deliver different benefits - emotional, rational and technical. In theory, the Big Box retail format has taught her how to shop by 'physical architecture' in a retail sense; a masterbrand within this context, must design and deliver a differentiated product (and experience) that meets both internal and external ecosystems. Not an easy feat. She has also adopted an online shopping mentality where she has definitive control of the user experience. As she toggles in between online and brick and mortar, Culture influences her next move.
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