One of the main emerging consumer groups globally is women, as their participation in the workplace increases and their disposable incomes rise. This is significantly changing how they make purchasing decisions. This report examines how these changes are affecting traditional female lifestyles and the impacts on consumer appliances.
Increased financial independence for women, more responsibilities in the workplace and power over business and society has determined the rise of the “She-conomy”.
Women are no longer passive consumers, held back by societal conventions and lack of access to labour.
Female spending power is now getting unlocked. Manufacturers and retailers are targeting this emerging market, as they are aware of the huge untapped potential. However, this phenomenon is also affecting the way women think and act in society.
As they experience financial independence, women’s lifestyles are changing, as well as their purchasing behaviour and, therefore, their impact on consumer goods markets. An example is that Saudi women gained the right to drive in June 2018, after decades of protests. This is expected to have a positive impact on the number of women looking for a job; therefore increasing incomes and boosting the country’s economy.
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