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What we can learn from marketing-to-women fails and successes

When it comes to marketing to women, some brands know how to reach the target while others completely miss the mark. Here are two recent examples of a marketing (/M2W) fail and success, and what we can learn from them. M2W fail US-based IBM probably meant

Retail giant showcases female-owned brands to empower women

In the US alone, female-owned businesses contribute over $1.3 trillion to the economy, and are responsible for over 80 percent of customer decisions, worldwide.  So, what better way to empower women while building customer loyalty than by featuring the products of female businesses? That’s exactly

Should brands diversify their teams to reach women?

Too many car brands are still ignoring the female market, reports a recent Guardian article, despite the fact that women are responsible for 66% of decisions to buy new cars in the UK – that’s 70%, in Australia. Such companies aren’t recognising that women actually

Behind NYC’s first bar for pregnant women.

Imagine walking down your city street and stumbling upon a bar called Gestations, the ‘first bar for pregnant women’ that lets mums ‘drink for two’. And that’s not all. There’s also a Facebook page inviting pregnant women to try their ‘9-month Happy Hour’ and to visit them ‘before