Citigate Hosts Launch of New Business Book
Citigate’s digital team had the pleasure of hosting the launch of the new business book The Daring Book for Boys in Business by client Pretty Little Head, a leading UK advertising consultancy that helps businesses win over female customers.
Jane Cunningham and Philippa Roberts, the authors of the book and co-founders of Pretty little Head, explained to an audience of journalists and Citigate clients that women are a missed commercial opportunity in markets where men are typically defined as the primary audience -despite evidence that women control the majority of global spending in these sectors. These markets include technology, automotive and financial services. Their new book explains the ways in which companies can change their marketing approach to capture a greater female audience.
According to research findings, women have become the most influential consumers in the world. In automotive, they account for over 50% per cent of all new car purchases in the US alone. Women also make up $90 billion worth of the $200 billion consumer electronic market. In financial services, women control $22 Trillion of wealth and are responsible for opening nearly 90% of new bank accounts. The Daring Book for Boys reveals that despite women’s influence in these perceived masculine categories they feel misunderstood by marketers and that advertisers don’t understand them.
The event generated buzz for the book and led to coverage in The Telegraph, Bloomberg, The Guardian, The Huffington Post, Computer Weekly and Harper’s Bazaar.