Women are a non-homogenous demographic, and it is challenging to discern what sub-categories offer the most promise and potential. Success depends on selecting opportunities that a company can best exploit, knowing where to focus and understanding where to direct future ideation and new product strategies.
Companies may learn to leverage the drivers of change and, by doing so, can locate areas of marketing opportunities for success in selling to women. The key is understanding how the drivers of change—whether a change in demographics, lifestyle, households or attitudes—are stressful to women and developing products that reduce or eliminate this stress.