Want More Market Share? Urge Women to Buy 20% Less

One thing the Marketing to Women conference definitely was not about was reducing consumption.

Virtually every presentation given during the two-day confab of manufacturers, marketers and advertising mavens focused on how to get women to buy more...and more...and more. Stephanie Ouyoumjian, Director of Strategy at Publicis, encouraged companies to "have a conversation" with women to build market share. "Every 1% of getting her to talk leads to additional millions in sales," she reported. Laura Keely, Director of Consumer Promotion Marketing for Kimberly-Clark, said the key was "relevance." Women will buy more products if they feel they're relevant emotionally, psychologically, and practically. Gigi Carroll, Senior Vice President of advertising agency Draft FCB, reported on the "millenial" woman - the one younger than 30 for whom having abundant choice is a critical marketplace motivator.

My perspective was substantially different. I took the stage with three basic recommendations I urged marketers and manufacturers to seriously consider.

1. Encourage women to buy 20% less. You could have heard a pin drop when I suggested promoting reduced consumption as a way to solidify market share with America's most powerful shoppers. As I explained, the intercept research I conduct by talking one-on-one with women across the U.S., tells me that consumers are tired of being bombarded with messages to "buy, buy, buy." And certainly, from an environmental point of view, our rampant shopping can't continue without the planet tanking under the burden of resource depletion, increased air and water pollution, and above all, more climate change. The company that boldly launches a campaign to "buy less first, then buy from us" will be the break-out company of the next two decades.

2. Be real. Consumers are becoming skeptical of green marketing claims as companies increasingly "greenwash" their products in order to profit from women's interest in using their purse to protect themselves and the planet. I suggested that manufacturers and advertisers tell it like it is: if they're in transition to a greener, cleaner profile, say they're only part way there, not that they've arrived. Ideally, a company will become sustainably certified so that it can back up its marketing hype by showing that it is truly reducing its environmental footprint. From what I know of the producers attending the M2W conference, none is certified yet.

3. Talk honestly about cost. I find it ironic that companies encourage women to "buy, buy, buy" without telling them how to manage their budgets so they can do so. Green products and services, at least, will save women money in the long run, even if it costs them a little more up front. Manufacturers need to acknowledge this economic reality - and explain why it's worth it.

Companies that want to provoke a conversation among women, as Publicis' Ouyoumjian suggested, need to give them something valid to discuss. Urging women to buy less, buy products that are certifiably green, and that offer long-term financial gain is a good place to start.

Comments

[Tami Anderson]

Bravo Diane! Wish I could have been there to see it.

[Lynn from Organicmania.com]

I echo Tami's sentiments. Wish I had been there to hear it as well.

For the same reason you explained, some of these "green shopping" sites really irk me. It's a tricky path and can be done...but it's really got to be done with authenticity - and you're absolutely right, buy less is part of the message.

Right on!

How about - buy less and donate the difference to a good cause?

[Queen Jaw Jaw]

What I would love to see is a GREEN site that told which products are NOT green. Force the manufacturer's hand at getting certified. There are sites all over the net that give listing of work-at-home-scams, why not a listing of companies or company products that are NOT green, but claim to be? It would be most helpful before I begin shopping each week!

Kudos for all you do. Women in America are watching you and cheering you on!

[Diane MacEachern]

I occasionally give "thumbs down" reviews to companies that are blatantly greenwashing. Thanks for the reminder to add more of those to my site! Please send suspicious marketing claims my way to check out. You can also post them over at oneinamillion.ning.com.

[The Q]

An EXCELLENT post, Diane!

[Mindful Momma]

Thanks for speaking out for all of us women who want to spend our money wisely on environmentally friendly products! By truely addressing our needs, smart businesses can develop lasting consumer relationships with women...a win-win for everyone involved.

[Jennifer Tankersley]

I have recently written an article about spending less. We are so convinced that we have to have whatever strikes our fancy. Saving money is not just about putting it away and storing it up. It is about not spending it. Diane, if you are interested in reading my article, please visit me here: http://www.listplanit.com/articles/20080511

I love your Big Green Purse!!

Jen

[Diane MacEachern]

Jen,

That's a great post. I completely agree - we send maybe even a stronger message when we DON'T spend as when we do. It's one of the reasons why I'm so excited about sites like freecycle.org - we keep perfectly good products in circulation without having to shell out more moola! Thanks for connecting. Diane